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
Share Proceeding
Featured papers
See MoreFeatured
When Implementation Intentions Backfire: Illusion of Goal Progress in Financial Decisions
Linda Court Salisbury, Boston College, USA
Gergana Y. Nenkov, Boston College, USA
Min Zhao, Boston College, USA
Featured
M8. Nostalgia Increases Healthy Attitudes and Behaviors
Jannine Lasaleta, Yeshiva University
Carolina O. C. Werle, Grenoble Ecole de Management
Amanda Pruski Yamim, Grenoble Ecole de Management
Featured
Product Ethicality Dilemma: Consumer Reactions to 'Disgusting' Recycled Products
Berna Basar, Baruch College, USA
Sankar Sen, Baruch College, USA