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Communication Research, Vol. 34, No. 4, 468-480 (2007)
DOI: 10.1177/0093650207302789

Anticipated Guilt as Motivation to Help Unknown Others

An Examination of Empathy as a Moderator

Lisa L. Massi Lindsey

Michigan State University

Kimo Ah Yun

California State University, Sacramento

Jennifer B. Hill

California State University, Sacramento

Previous research finds that messages that induce substantial perceptions of (a) an unknown-other directed threat, (b) response-efficacy, and (c) self-efficacy result in feelings of anticipated guilt that subsequently motivate behavioral intent, and ultimately, behaviors to avert the threat to unknown others. It is not clear, however, if certain individual differences make people more or less likely to experience anticipatory guilt. To this end, this study asks whether empathic concern and perspective taking moderates the relationship between exposure to such a message and anticipated guilt. This question is tested by focusing on the topic of bone marrow donation. Participants are assigned randomly to 1 of 3 message conditions and complete a questionnaire designed to assess perspective taking, empathic concern, and anticipated guilt. The data indicate that the message has a substantial direct effect on guilt anticipation, and neither a direct effect for the empathy dimensions nor an interaction effect between empathy and anticipated guilt are present.

Key Words: empathy • guilt • perspective taking • empathic concern • persuasion


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