An Attributional Analysis of Stigma associated with Sexually Transmitted Diseases and its Relationship with Communication Efficacy

• In Event: Health Messages and Outcomes: Perception, Behavior, and Prevention

Abstract

Two studies were conducted to examine (1) individuals’ general perception on stigma regarding STDs, and (2) the effectiveness of the Merck’s Gardasil advertisement. People attributed with more controllability and responsibility, were likely to receive more blame and stigma, resulting low communication efficacy. Study 2 found by omitting the fact concerning the sexually transmitted nature of HPV, the actual Gardasil advertisement appeared to be benefitted from reducing stigma, but compromised its effect inducing health threat.

Authors

• Jina Yoo, University of Missouri, St. Louis

• Su Ahn Jang, University of Missouri, St. Louis