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dc.contributorUniversitat Ramon Llull. IQS
dc.contributor.authorMeyer, Jan-Hinrich
dc.contributor.authorDe Ruyter, Ko
dc.contributor.authorGrewal, Dhruv
dc.contributor.authorCleeren, Kathleen
dc.contributor.authorKeeling, Debbie Isobel
dc.contributor.authorMotyka, Scott
dc.date.accessioned2021-06-25T14:06:56Z
dc.date.accessioned2023-07-13T05:46:03Z
dc.date.available2021-06-25T14:06:56Z
dc.date.available2023-07-13T05:46:03Z
dc.date.issued2020-03
dc.identifier.urihttp://hdl.handle.net/20.500.14342/1120
dc.description.abstractDespite 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.eng
dc.format.extent24 p.cat
dc.language.isoengcat
dc.publisherSpringer Naturecat
dc.relation.ispartofJournal of the Academy of Marketing Science. Vol.48, n.2 (2020), p.222-245cat
dc.rightsAttribution 4.0 International
dc.rights© L'autor/a
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.sourceRECERCAT (Dipòsit de la Recerca de Catalunya)
dc.subject.otherMàrqueting socialcat
dc.subject.otherMalalties mentalscat
dc.subject.otherEstigma (Psicologia social)cat
dc.subject.otherSocial marketingcat
dc.subject.otherMental illnesscat
dc.subject.otherStigmacat
dc.subject.otherHealthcare marketingcat
dc.subject.otherMessage framingcat
dc.subject.otherImplicit worldviewscat
dc.subject.otherBiomedical modelcat
dc.subject.otherBiopsychosocial modelcat
dc.titleCategorical versus dimensional thinking: improving anti-stigma campaigns by matching health message frames and implicit worldviewscat
dc.typeinfo:eu-repo/semantics/articlecat
dc.typeinfo:eu-repo/semantics/publishedVersioncat
dc.rights.accessLevelinfo:eu-repo/semantics/openAccess
dc.embargo.termscapcat
dc.subject.udc339
dc.subject.udc616.8
dc.identifier.doihttps://doi.org/10.1007/s11747-019-00673-7cat


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Attribution 4.0 International
Except where otherwise noted, this item's license is described as http://creativecommons.org/licenses/by/4.0/
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