The role of stigma and spirituality on mental health help-Seeking behavior: an experimental approach

ABSTRACT

Background:

The purpose of this research is to examine how social marketing messages can be developed to reduce the stigma associated with seeking help for mental health conditions. It also explores the role that spirituality plays in an individual’s propensity to pursue help for mental health challenges.

Methods:

A two-factor between-subjects experiment (ad message: destigmatizing and control × spirituality: high and low) between-subjects design was conducted with 275 participants from the millennial generational cohort in the United States. Responses were collected using an online consumer panel.

Results:

Findings indicate that when presented with an advertisement that reduces the stigma associated with mental illness, individuals have a more favorable emotional reaction toward seeking help for a mental health condition. In addition, spirituality moderates the effect of advertising on mental health help-seeking behavior. Individuals with more intrinsic spirituality are more likely to seek care for a mental health issue, whereas those who report less intrinsic spirituality may need the help of destigmatizing messages. Specifically, individuals who report less intrinsic spirituality have more favorable attitudes toward an advertisement that destigmatizes mental illness, and as a result express greater intentions to seek care for a mental health condition.

Conclusions:

This research contributes to discussions centered on better understanding how to break down barriers to seeking aid for mental illness. Messaging which destigmatizes mental illness might start by targeting those who are less inclined to believe in transcendence. Moreover, since spirituality also includes a search for meaning, connectedness, and growth, such messaging might also be beneficial to those who are less likely to engage in activities which link the mind, body and spirit, such as meditation, mindfulness and yoga.

KEYWORDS:

• Mental health
• stigma
• mental illness
• spirituality
• millennials
• public health
• vulnerable communities

Ethical approval

The authors of this research received prior approval to conduct data collection from the Office of Human Subjects Institutional Review Board of the University of New Orleans (IRB exemption obtained according to CFR 46.104 (d)(2) – IRB# 01JUL19, 6/30/2019).

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

The author(s) reported there is no funding associated with the work featured in this article.

Notes on contributors

Elyria Kemp

Dr. Elyria Kemp teaches courses in the marketing, MBA and health care management programs. Dr. Kemp’s research explores emotions and decision making as it relates to consumer well-being and health care. She also examines how health and nutrition issues affect vulnerable consumers and minority communities.

McDowell Porter

Dr. McDowell Porter teaching sports marketing and e-marketing technologies at the Craig School of Business. Dr. Porter’s research interests include consumer-to-consumer marketing, persuasion knowledge, and the influence of a source to impact the behavior of another individual or individuals.

Jane S. Cromartie

Dr. Jane Cromartie has taught at the University of Florida, Virginia Commonwealth University as well as at the University of New Orleans. In addition to her university experience, she has provided consulting services to various corporations and to federal agencies including the U.S. Department of Energy, and the U.S. Department of Transportation.

Kristi M. Williams

Kristi Williams is a graduate of Dartmouth College and plans to pursue a Masters in Journalism.