Addressing Barriers to Mental Health Wellness: Prescriptions for Marketing

Abstract

The rising number of adults living with emotional and mental health challenges is a growing concern. This research examines specific barriers that may preclude individuals from achieving mental health wellness. A model (n = 382) is tested using individuals from the millennial generational cohort, which outlines key factors that contribute to negative behaviors and barriers that impede mental health engagement. Findings indicate that mental health-related perceived stigma is negatively associated with mental health engagement and positively related to efforts to self-treat by using consumption to manage emotional distress. Trust in a mental healthcare provider is positively related to interest in seeking help for a mental health condition (motivation) and mental health literacy (ability). Furthermore, interest in seeking help, mental health literacy, and access to mental health services (opportunity) are also positively related to mental health engagement. The authors offer prescriptions for social marketing and public policy in helping to reduce obstacles to mental health wellness and for encouraging the consumption of mental health services. These recommendations are put forth with the intention of heightening mental health engagement and increasing mental health care access such that consumer and societal well-being are enhanced.

Into the Woods: Making a Difference via Marketing and Public Policy Research

“…Diversity of perspectives ensures that the work published in JPP&M is grounded in science, and points to the importance of having an ERB that consists of people who acknowledge this. As we have seen through the decades, JPP&M is a journal where authors are likely to tackle important issues that might be polarizing; recent examples include critical race theory (Poole et al 2020), vaccines (DiDomenico, Nunan, and Pitardi 2022), mental health (Kemp, Davis, and Porter 2023), and abortion (Fitzgerald et al 2023). We continue to encourage submissions of these and other issues; certainly, there are many to find in the woods.…”

The role of religiosity on seeking help

“…Several studies document that African Americans, Mexican Americans, and ethnic minorities reveal lower rates of seeking help in comparison to whites (Hankerson et al, 2011; Mojtabai & Olfson, 2006). Help‐seeking may influence important marketing practices as well (De Vos et al, 2021; Kemp et al, 2022). Specifically, help seeking by prospective consumers (e.g., due to physical pain) is not only the driving force of purchases at certain businesses such as healthcare services, but also the trigger of an important touchpoint to many other businesses.…”