Categorical versus dimensional thinking: improving anti-stigma campaigns by matching health message frames and implicit worldviews
Author
Meyer, Jan-Hinrich
De Ruyter, Ko
Grewal, Dhruv
Cleeren, Kathleen
Keeling, Debbie Isobel
Motyka, Scott
Other authors
Universitat Ramon Llull. IQS
Publication date
2020-03Abstract
Despite growing applications of social and healthcare marketing to enhance public well-being through anti-stigma campaigns, little research investigates how public stigma surrounding health conditions might limit the outcomes of these campaigns. By drawing on the theory of implicit worldviews, this study identifies reasons for public stigma as well as associated message frames to address these reasons. Study 1a provides evidence that implicit worldviews are relevant to campaign results. Study 1b and Study 2 demonstrate that fitting consumers’ implicit worldview with suitable (i.e., biomedical or biopsychosocial) health frames reduces stigma endorsement. Study 3 identifies the perceived severity of a mental illness as a boundary condition; marketing communications have the greatest impact when they refer to an illness with lower perceived severity. Finally, Study 4 expands understanding of the phenomenon by extending the findings to physical health conditions (i.e., obesity). The article concludes by discussing the implications of these findings for policy and future applications.
Document Type
Article
Published version
Language
English
Subject (CDU)
339 - Trade. Commerce. International economic relations. World economy
616.8 - Neurology. Neuropathology. Nervous system
Keywords
Màrqueting social
Malalties mentals
Estigma (Psicologia social)
Social marketing
Mental illness
Stigma
Healthcare marketing
Message framing
Implicit worldviews
Biomedical model
Biopsychosocial model
Pages
24 p.
Publisher
Springer Nature
Is part of
Journal of the Academy of Marketing Science. Vol.48, n.2 (2020), p.222-245
This item appears in the following Collection(s)
Rights
© L'autor/a
Except where otherwise noted, this item's license is described as http://creativecommons.org/licenses/by/4.0/