Variations in Involvement: Motivating Bystanders to Care for Senior Citizens

The purpose of this study was to determine the impact of a senior service advertising campaign designed to increase volunteerism and financial donations among bystanders.

A cross-sectional mail survey was administered to 2,500 adults; 384 usable responses were obtained. Survey responses were analyzed by level of exposure and involvement in senior care.

High involvement individuals viewed the ads more favorably and exhibited stronger senior caretaking intentions. Low-involvement consumers were less likely to see their own potential contributions to senior care services as effective.

It is argued that nonparticipants in prosocial helping may fail to notice the need (low awareness), fail to view the cause as urgent (low perceived susceptibility), or have low prior experience with the issue.

A typology of involvement could be developed that can be used for audience segmentation in marketing health behaviors to bystanders.

With limited theoretical and practical guidance on how to motivate bystanders to engage in prosocial behaviors, health communicators and marketers are challenged to tap into the vital resource that bystanders potentially could provide. The research reviewed and presented here indicates hope for engaging the public to become active players in making the nation a safer and healthier place.