Gaining Bystander Responsiveness: Effects of Gain and Loss Frames and Emergency-Related Danger on Helping Decisions

• In Event: ICA Plenary Interactive Paper/Poster Session II
  In Interactive Paper Session: Health Communication Interactive Poster Session

Abstract

This study explores the effect of gain and loss frames and emergency-related danger for bystander-addressed Public Service Announcements (PSA) against campus sexual assaults on message perceptions. Previous research shows that differences in emergency levels of pro-social situations also account for differences in the decision making processes of a bystander.
A 2 (high versus low danger) x 2 (gain versus loss frame bystander) x 2 (gain versus loss frame victim) online experiment (n = 327) was carried out to test for assumed influences on decision processes. Awareness of potential bystanders is increased by more dangerous emergencies as well as messages that focus on the benefits of bystander intervention. A path model strongly supports the causal relationship between emergency awareness, responsibility, skills, affective perceptions, cost-benefit analysis and intervention intentions in line with the helping model.

Authors

• Tino GK Meitz, Leibniz ScienceCampus Tübingen

• Constanze Kuechler, Augsburg University

• Anja Kalch, Augsburg University