When Stigma Does Good: Accentuating Certain Aspects of Stigma Enhances Effectiveness of Mental Health Messages
This research examines mental health stigma and identifies how and when this stigma can be undermined to improve the effectiveness of health messaging. Three experiments demonstrate that accentuating the norm-deviating (vs. harm-causing vs. control) aspect of mental health stigma enhances health behaviors among individuals with rights (vs. duty)-based moral beliefs.
Chethana Achar and Nidhi Agrawal (2018) ,"When Stigma Does Good: Accentuating Certain Aspects of Stigma Enhances Effectiveness of Mental Health Messages", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 309-313.
Chethana Achar, University of Washington, USA
Nidhi Agrawal, University of Washington, USA
NA - Advances in Consumer Research Volume 46 | 2018
Featured papersSee More
A Rational Model to Predict Consumers’ Irrational Behavior
Vahid Rahmani, Rowan University
The “Upper Limit Framing” Effect: Upper Limit Framing of a Cost Estimate Influences Consumption Choices
Sudipta Mukherjee, Virginia Tech, USA
Frank May, Virginia Tech, USA
When the Ends Do Not Justify Paying for the Means: Consumers Prefer Shifting Costs from Means to Goals
Franklin Shaddy, University of Chicago, USA
Ayelet Fishbach, University of Chicago, USA