The (Surprising) Impact of Televised Antidepressant Direct-to-Consumer Advertising on the Stigmatization of Mental Illness

Abstract

This study tests the effect of pharmaceutical Direct-to-Consumer Advertising (DTCA) for antidepressants on perceived stigma surrounding mental disorders. We randomly assigned participants into one of three experimental conditions: antidepressant DTCA with portrayals of discrimination, cognitive separation, and stereotyping (DCSS), antidepressant DTCA without these representations, or a no-exposure control. Contrary to study hypotheses, participants who viewed ads containing portrayals of DCSS were significantly less likely to want to socially distance themselves from those with mental illnesses than those assigned to the no-exposure control condition, even when controlling for demographics and personal experience with mental illness. We discuss plausible explanations for the unexpected pattern of effects and resulting implications for future research on the topic.

Multilevel Opportunities to Address Lung Cancer Stigma across the Cancer Control Continuum

“…111 Of interest, the emergence of new treatments and communication about their potential benefit may be one way to reduce lung cancer stigma on the societal level. 112,113 Although further research is needed, it may be the case that attention to anti-cancer agents helps normalize lung cancer as a treatable illness and reduce the associated stigma. In the emerging landscape of alternative communication platforms, it may also be plausible to leverage social media to change the public perception of lung cancer and the associated stigma.…”

Direct‐to‐consumer advertising and the advancement of the quadruple aim: A narrative review

“…Studies have reported mixed results regarding stigma with studies suggesting decreased, no difference, and increased stigma surrounding mental illness. [28][29][30] Patients are the primary consumers of DTCA and their experience with DTCA is varied. Importantly, it is clear that DTCA consumers are not a monolithic population.…”

“…Another potential consequence of DTCA is regarding the stigmatization of mental illness in the presence of DTCA for antidepressants. Studies have reported mixed results regarding stigma with studies suggesting decreased, no difference, and increased stigma surrounding mental illness 28‐30 …”

Improving engagement in evidence‐based psychological treatments among Veterans: Direct‐to‐consumer outreach and pretreatment shared decision‐making.

“…Furthermore, research on the effects of DTCA has consistently shown that DTCA is associated with significant increases in patient requests for, and provider prescribing of, specific medications (DeFrank et al., 2019; Gilbody, Wilson, & Watt, 2005). Research suggests that every dollar spent on DTCA of pharmaceuticals yields a two‐ to fourfold increase in drug sales; further, accumulating research has interestingly shown that DTCA of psychotropic medications is associated with more positive attitudes toward mental illness and its treatability (Brown, 2017; Rainone, Oodal, & Niederdeppe, 2018). In fact, a body of research examining DTCA of medication in the fields of health communication, health economics, and consumer psychology has shown DTCA to have powerful effects on attitudes and behaviors (e.g., Avery, Eisenberg, & Simon, 2012; Lee, King, & Reid, 2015).…”