This version is available at https://strathprints.strath.ac.uk/57128/ Strathprints is designed to allow users to access the research output of the University of Strathclyde. Unless otherwise explicitly stated on the manuscript, Copyright © and Moral Rights for the papers on this site are retained by the individual authors and/or other copyright owners. Please check the manuscript for details of any other licences that may have been applied. You may not engage in further distribution of the material for any profitmaking activities or any commercial gain. You may freely distribute both the url (https://strathprints.strath.ac.uk/) and the content of this paper for research or private study, educational, or not-for-profit purposes without prior permission or charge.Any correspondence concerning this service should be sent to the Strathprints administrator: strathprints@strath.ac.ukThe Strathprints institutional repository (https://strathprints.strath.ac.uk) is a digital archive of University of Strathclyde research outputs. It has been developed to disseminate open access research outputs, expose data about those outputs, and enable the management and persistent access to Strathclyde's intellectual output. Stigmas, or discredited personal attributes, emanate from social perceptions of physical characteristics, aspects of character, and "tribal" associations (e.g., race; Goffman 1963). Extant research has emphasized the perspective of the stigma target, with some scholars exploring how social institutions shape stigma. Yet the ways stakeholders within the sociocommercial sphere create, perpetuate, or resist stigma remain overlooked. The authors introduce and define marketplace stigma as the labeling, stereotyping, and devaluation by and of commercial stakeholders (consumers, companies and their employees, stockholders, and institutions) and their offerings (products, services, and experiences). The authors offer the Stigma Turbine as a unifying conceptual framework that locates marketplace stigma within the broader sociocultural context and illuminates its relationship to forces that exacerbate or blunt stigma. In unpacking the Stigma Turbine, the authors reveal the critical role that market stakeholders can play in (de)stigmatization, explore implications for marketing practice and public policy, and offer a research agenda to further understanding of marketplace stigma and stakeholder welfare.
Despite the unequivocal incidence and burden that mental illnesses place on the world, those with mental illness remain not only neglected but also deeply stigmatized across societies. The stigma that surrounds mental illness serves as a barrier to treatment and recovery, leading to serious negative consequences such as school failure, job loss, and suicide. While many large-scale social marketing efforts have found some success in reducing stigma, we contend that the recommended approaches, which utilize the input of people with mental illness and those close to them, are inadequate and that a deeper understanding of those who stigmatize is needed. This research first provides a comprehensive examination of the components that comprise stigma and then uses these components to segment the general population. The authors then present recommendations based on differences in the endorsement of stigma among these segments to inform policy and advocacy groups in developing more varied and potentially more effective social marketing campaigns.
This research examines the effectiveness of the myth/fact message format (MFMF)-a message format that first presents a common misperception as a myth then counters it with a correcting fact-within the health-care and social marketing context of mental illness (MI). Stereotype processing theory predicts that the use of a negative aspect of the stereotype in a MFMF may further instantiate the negative belief, thereby reducing the effectiveness of the message. Conversely, using a message format that conveys only facts (i.e., new positive beliefs) without inclusion of the myth will lead to more positive attitudes. However, this effect will only be seen among people with personal relevance with MI as only they are sufficiently motivated to suppress the automatically activated stereotype and elaborate on the message. A study demonstrates that advertising utilizing a fact-only format leads to more positive attitudes than the MFMF among people with personal relevance while people without personal relevance to MI demonstrate no differences in attitude between myth/fact and fact-only message formats. Personal relevance had the opposite moderating effect on perceived learning. These findings suggest that the MFMF's impact on attitudes, the typical focal point of social marketing campaigns targeting misconceptions about stereotyped groups, may be ineffective. Thus, using a fact-only format that conveys new positive beliefs in a social marketing message is recommended within the specific context of MI and may be warranted in other health-care and social issues. C 2012 Wiley Periodicals, Inc.
While masks slow the transmission of COVID-19, many resist wearing them. Extant public service messaging focuses on creating social norms around mask wearing.Drawing on protection motivation theory, we conduct a copy test to determine whether focusing on the physical risks or focusing on the social risks of contracting COVID-19 is more persuasive in motivating mask wearing. We find that physical risk messaging is more persuasive than social risk messaging and find that the effect is partially mediated by fear of COVID-19. The mediation is moderated by germ aversion. Specifically, we find people who are high in germ aversion respond to both physical and social risk messaging. However, people low in germ aversion respond only to physical risk messaging-and these are the people who are less likely to wear masks. Our findings offer public health agencies a fresh approach for encouraging those who are resistant to mask wearing to wear a mask.
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