Advocating for the voiceless : a study on the persuasive effectiveness of human trafficking awareness PSAs

[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] The present study uses the Theory of Planned Behavioral, the Theory of Reasoned Action and the Integrated Behavioral Model to analyze how audiences respond to human trafficking public service announcements. In addition, the study explores ways to strengthen the efficacy of individuals within an audience when dealing with a global social issue. Data are from 4 focus groups with 25 participants in the Midwest U.S. Findings indicated that guilt and perceptions of trafficked victims have a large influence on cognitive and behavior involvement. Findings also indicated that two types of efficacy (self and collective) are important in encouraging individuals to form behavioral intentions toward global social issues