Abstract
Guided by the appraisal-tendency framework and construal level theory, this study investigates how emotional appeals (guilt vs. shame) and social distance frames (distant vs. proximal) influence college students’ attitude toward bystander action campaign and intention to intervene in sexual violence situations. The findings indicated a two-way interaction effect between these two message factors on campaign attitude and behavior intention. Additionally, self-efficacy was found to be the mediator that underlying the proposed match-based effects. The findings provide theoretical implications into persuasive communication in the context of campus sexual violence bystander intervention and offer practical insights to advertisers and social/health marketers.
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