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Categorical versus dimensional thinking: improving anti-stigma campaigns by matching health message frames and implicit worldviews

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Version 2 2023-06-12, 09:10
Version 1 2023-06-09, 18:18
journal contribution
posted on 2023-06-12, 09:10 authored by Jan-Hinrich Meyer, Ko de Ruyter, Dhruv Grewal, Kathleen Kleeren, Debbie KeelingDebbie Keeling, Scott Motyka
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.

History

Publication status

  • Published

File Version

  • Published version

Journal

Journal of the Academy of Marketing Science

ISSN

0092-0703

Publisher

Springer Verlag

Issue

2

Volume

48

Page range

222-245

Department affiliated with

  • Strategy and Marketing Publications

Full text available

  • Yes

Peer reviewed?

  • Yes

Legacy Posted Date

2019-07-03

First Open Access (FOA) Date

2019-08-08

First Compliant Deposit (FCD) Date

2019-07-02

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