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.



Citation:

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.

Authors

Chethana Achar, University of Washington, USA
Nidhi Agrawal, University of Washington, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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