“…Globally, stigma against mental illness is widely held and is more common than that against chronic physical illnesses (Crisp et al, 2000;Lee et al, 2005). Compared to other forms of mental illness such as schizophrenia, dementia is seldom the subject of scholarly research in the area of stigma, despite the fact that dementia stigma is recognized to be widespread in international communities (UK Department of Health, 2009;Umegaki et al, 2009;Blay and Peluso, 2010;Chiu et al, 2010;Connelly, 2010). Stigma is an important issue because it promotes social exclusion rather than a caring community, and deters help-seeking by patients and caregivers (Link and Phelan, 1999;Corrigan, 2004;Rüsch et al, 2005;UK Department of Health, 2009).…”