Influencing Help Seeking Among People With Elevated Depressive Symptomatology: Mistargeting as a Persuasive Technique

• In Event: ICA Plenary Interactive Paper/Poster Session and Reception
  In Interactive Paper Session: Health Communication Interactive Poster Session

Abstract

Influenced by the overheard communication technique, two experimental studies assessed whether a depression public service announcement (D-PSA) appearing to be intended for someone else (e.g., “do you have a friend who is depressed?”) could influence people with depression. In the first study, participants viewed a mistargeted print D-PSA or a direct D-PSA. In Study 2, participants viewed a mistargeted video D-PSA, a direct D-PSA, or a control ad. In both studies the mistargeted D-PSAs significantly weakened the association between depression and negative help seeking inclinations. Further, among people with heightened levels of depression the mistargeted D-PSA resulted in significantly greater help seeking intentions from close friends and a romantic partner than a direct D-PSA (study 1). In study 2, among people with heightened levels of depression, the mistargeted D-PSA resulted in more favorable attitudes and intentions toward help seeking than both a direct D-PSA and a control ad.

Authors

• Jason T Siegel, Claremont Graduate U

• Brianna Alyssa Lienemann, Claremont Graduate University

• Cara N. Tan, Claremont Graduate U