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Perceived Efficacy and Intentions Regarding Seeking Mental Healthcare: Impact of Deepika Padukone, a Bollywood Celebrity’s Public Announcement of Struggle With Depression

Fri, May 26, 12:30 to 13:45, Hilton San Diego Bayfront, Floor: 4 (Sapphire), Exhibit Hall - Rear

Abstract

The current research examines how involvement with a popular Bollywood (another name for the movie industry in India) celebrity, Deepika Padukone, impacted people’s perceived efficacy and intentions to seek help for mental healthcare after her public announcement of struggle with depression last year. Survey conducted with 206 participants from India, the country with highest depression rates in the world (WHO, 2011), revealed that parasocial interaction with the celebrity mediated the effect of exposure on intentions and efficacy perceptions reharding seeking mental healthcare. Our study expands the research on celebrity influence on health condition in an international realm and in a mental health context. The findings have immense practical implications and may raise awareness about mental health in India given the popularity and reach of Bollywood among audiences in India and beyond, the level of stigmatization attached to mental health issues in India, and the lack of available resources for care. Theoretically, the study explores processes and effects of involvement with a celebrity and discusses potential implications for behaviors related to health.

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