Eating disorder public service announcements: analyzing effects from an intergroup affect and stereotype perspective. Issue 5 (1st August 2016)

• Record Type: Journal Article
• Authors: Iles, Irina Alexandra; Atwell Seate, Anita; Waks, Leah
• Editors: Weare, Katherine
• Is Part Of: Health education. Volume 116:Issue 5(2016)
• Publication Date: 2016-08-01
• Subjects: Health education -- Great Britain -- Periodicals; 613.071
• DOI: 10.1108/HE-07-2015-0019
• Languages: English
• ISSNs: 0965-4283

Abstract

Abstract : Purpose: Previous studies have documented that exposure to stereotypical information about certain social groups leads to unfavorable perceptions and feelings toward that group. Integrating insights from the mental illness stigma and the social identity perspective literatures, this research explores the effects of eating disorder public service announcements (ED PSAs) that employ stigma formats through the lenses of the stereotype content model (SCM) and the BIAS Map (i.e., Behaviors from Intergroup Affect and Stereotypes Map). Design/methodology/approach: The study followed an experimental control group design. Participants were exposed to either a stigmatizing or a non-stigmatizing PSA. Findings: Exposure to the stigmatizing PSA resulted in lower perceptions of warmth and competence being attributed to people who have an ED which further predicted greater feelings of contempt toward these individuals. The stigmatizing PSA also directly predicted greater feelings of contempt. Practical implications: The findings suggest that using stereotypes about eating disorders in PSAs aimed at preventing such diseases may elicit perceptions of low warmth and competence, further associated with increased feelings of contempt toward people who have an eating disorder in healthy individuals. Originality/value: From a theoretical point of view, these results extend our understanding of mental illness stereotypes from an intergroup, SCM and BIAS Map perspectives as it applies to eating disorders. More importantly, this study draws attention to possible unintended consequences of PSAs, a matter that is rarely researched, but that can have severe implications.