The Effects of Direct-To-Consumer-Advertising on Mental Illness Beliefs and Stigma
- 699 Downloads
Despite widespread use, little is known about how video direct-to-consumer-advertising (DTCA) influences beliefs about or stigma towards mental illness. The purpose of this study was to examine the effects of a medication advertisement on beliefs and stigma towards one mental disorder—bipolar disorder. A total of 424 participants were randomly assigned to view a medication or automobile advertisement and completed measures of beliefs and stigma towards bipolar disorder before and immediately after the advertisement. The medication advertisement did not lead to changes in perception of biological etiology, but did lead to increases in perception of prevalence, treatability, and controllability. No substantive changes were noted in stigma. In contrast to previous research and speculation, DTCA did not have an immediate, substantial impact on stigma or contribute to the “medicalization” of mental disorders.
KeywordsBeliefs Stigma Advertisement Medication Mental illness
Compliance with Ethical Standards
Conflict of interest
The author declares that he has no conflict of interest.
All procedures performed in studies involving human participants were in accordance with the ethical standards of the institutional and/or national research committee and with the 1964 Helsinki declaration and its later amendments or comparable ethical standards.
Informed consent was obtained from all individual participants include in the study.
- Achamallah, N. (2011). Psychotropic medications and direct-to-consumer advertising: Informative or irresponsible? Journal of Ethics in Mental Health, 6, 1–5.Google Scholar
- American Honda Motor Corporation, Incorporated (2013). The allnew 2013 Honda Accord Commercial—We Know You. Retrieved from: https://www.youtube.com/watch?v=oLe5y-G8TFE.
- Corrigan, P. W., & Kleinlein, P. (2005). The impact of mental illness stigma. In P. W. Corrigan (Ed.), On the stigma of mental illness (pp. 11–44). Washington, DC: American Psychological Association.Google Scholar
- Goffman, E. (1963). Stigma: Notes on the management of spoiled identity. Englewood Cliffs, NJ: Prentice Hall.Google Scholar
- Granello, D., & Pauley, P. (2000). Television viewing habits and their relationship to tolerance toward people with mental illness. Journal of Mental Health Counseling, 22, 162–175.Google Scholar
- Haverhals, L., & Lang, A. (2004). An empirical examination of the effect of DTC advertising on stigma towards mental illness. Paper presented at the Annual Meeting of the International Communication Association, New OrleansGoogle Scholar
- Hinshaw, S. P. (2007). The mark of shame: Stigma of mental illness and an agenda for change. New York: Oxford University Press.Google Scholar
- Markowitz, F. E. (2005). Sociological models of mental illness stigma: Progress and prospects. In P. W. Corrigan (Ed.), On the stigma of mental illness (pp. 129–144). Washington, DC: American Psychological Association.Google Scholar
- Ottati, V., Bodenhausen, G. V., & Newman, L. S. (2005). Social psychological models of mental illness stigma. In P. W. Corrigan (Ed.), On the Stigma of Mental Illness. Washington, DC: American Psychological Association.Google Scholar
- Pescosolido, B. A., Martin, J. K., Long, J. S., Medina, T. R., Phelan, J. C., & Link, B. G. (2010). “A disease like any other”? A decade of change in public reactions about schizophrenia, depression, and alcohol dependence. American Journal of Psychiatry, 167, 1321–1330.CrossRefPubMedPubMedCentralGoogle Scholar
- Sumitomo Dainippon Pharma Company, Ltd. (2014). Latuda TV commercial. Retrieved from https://www.youtube.com/watch?v=Xgs1kro_6iw.
- Watson, A. C., Ottati, V., Lurigio, A., & Heyrman, M. (2005). Stigma and the police. In P. W. Corrigan (Ed.), On the stigma of mental illness (pp. 197–217). Washington, DC: American Psychological Association.Google Scholar