Consumer Insights Assignment #3
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School
University of California, Irvine *
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Course
150
Subject
Communications
Date
Feb 20, 2024
Type
Pages
3
Uploaded by JudgeGull2909
Q1 - Research Question
What is the global cause that you would like to spread the word about?
Global cause:
Eliminating stigma around mental health so that people can seek help.
Stigma around mental health demotivates people from seeking assistance and support.
Increasing knowledge about mental health concerns can help eliminate this stigma and
encourage more understanding and empathy.
Q2 - Theory & Hypothesis
a. What are your theory and hypothesis around spreading the word via two possible
viral messages? Conduct secondary research.
Theory :
There is still a lot of stigma associated with mental health, which can
discourage people from getting assistance or talking about their experiences.Exposure
to persuasive messages repeatedly has the potential to affect attitude development and
change. The idea behind raising awareness of mental health concerns and
de-stigmatizing them is that by doing so, people would be more at ease seeking
assistance and talking about their experiences.
Hypothesis :
The introduction of two distinctive viral messages will result in a decrease
in the stigma associated with mental illness.It is anticipated that the messages
becoming viral would boost participants' desire to seek assistance for mental health
problems and their empathy for those who do. Past studies have demonstrated that
societal norms and the media have a significant impact on people's views on mental
health. People are more likely to have a favorable perception of mental health when
they are exposed to positive depictions of it.
b. What are your two viral messages? Explain each.
Message 1
: “There is no need to be ashamed of mental illness. Together, let's eradicate
the stigma.”
The emphasis of this message is that mental illness is a common and typical human
experience that shouldn't be stigmatized. It promotes open communication about one's
experiences with mental health and fosters empathy for those who may be experiencing
difficulties. The message aims to foster empathy for those with mental health challenges
and a sense of community.
Message 2
: “The way we discuss mental health has to change. Put an end to the
stigma.”:
The vocabulary that is used to communicate mental health concerns has to change,
according to this message. It makes the case for the use of more neutral and upbeat
language and contends that the words we use may have a significant influence on how
mental illness is seen. The message strives to dispel unfavorable perceptions and
provide a truer, more sympathetic understanding of mental health.
Q3 - Experimental Design
a. What is your experimental design that will test your hypothesis?
Three groups will be chosen at random for the participants: control group, message 1
group, and message 2 group. No intervention will be given to the control group. A
pre-test survey will be given to participants to gauge their opinions regarding mental
health and the stigma associated with mental illness. They will be required to submit a
post-test survey after the intervention in order to track any changes in opinions.
b. Identify your factors/independent variable(s) and specify your operationalization(s) of
your independent variable(s). Do you have a control condition? If yes, what is it? What
about treatment?
Independent Variable: The two messages will be the independent variable, with
message 1 and message 2 being the two levels.
Control Group: The control group will serve as the baseline level.
c. Identify your dependent variable(s) and specify your operationalization(s)
Dependent variable : Pre- and post-test surveys will be used to gauge participants'
opinions regarding mental health and the stigma associated with mental illness.
d. Provide some detail into the experimental procedure. In other words, how do you plan
to execute your design (ex. first, participants will be told this, and then will be asked to
do that, etc.)? What stimuli materials would you use?
In order to gauge the participants' baseline views regarding mental health, participants
will be recruited online and asked to complete a pre-test survey. One of the three
requirements will then be chosen at random for them. Participants in the experimental
circumstances will see the appropriate viral message, while those in the control
condition won't see any messages at all. Participants will fill out a post-test survey that
gauges their views regarding mental health and readiness to seek treatment for mental
health concerns after hearing the message (or hearing nothing at all).
Q4 - Prediction/Expected Results
a. What is your prediction? In other words, how do you expect your independent
variable(s) and dependent variable(s) relate to each other and in which direction?
In comparison to participants in the control condition, it is anticipated that individuals in
the experimental circumstances will have more favorable attitudes regarding mental
health and be more inclined to seek treatment for mental health problems. Also, it is
anticipated that Message 1 will be more effective than Message 2 because Message 1
is more intimate and relevant, this is the reason. It recognizes that those who are
suffering from mental illness could feel humiliated and implores them to get care without
worrying about being judged. It also highlights the need of working together to eradicate
the stigma, which helps lessen feelings of loneliness and provide a sense of community.
Nevertheless, Message 2 will also be significant because it emphasizes the need for a
shift in the way we discuss mental health. It implies that the terminology we choose to
talk about mental illness may help to reinforce unfavorable preconceptions and increase
the stigma attached to it. This might be a potent message for spreading knowledge and
encouraging a more encouraging and supportive conversation regarding mental health.
b. Feel free to include chart(s)/table(s) if you find them helpful in elaborating.
Condition
Predicted Result
Control
No change in attitude behavior
Message 1
Most Effective
Message 2
More effective than control condition
Q5 - Additional Questions (not optional)
a. In what context would you like to conduct your experiment (ex. lab, online, website,
retail store)? Why is your chosen context appropriate to answer your research
question? Do you think the results would be different if another context were chosen?
Why or why not?
Due to its low cost and practicality in reaching a big and varied sample of customers,
this experiment will be carried out online. The survey may be conducted online, which
lessens the possibility of unrelated influences affecting participants' replies by allowing
them to complete it in the comfort of their own home.
Certainly, if a different setting is used, the outcomes may change. For example,
participants might not be as motivated or engaged in the experiment if it is carried out in
a laboratory environment as they would be if it were performed in the real world.
b. What are some limitations to your experimental design? For example, could there be
an alternative explanation for your expected results (the expected results would remain
the same but can be explained using another theory/hypothesis)? What are some other
ways to operationalize given those limitations?
The fact that this study is only evaluating attitudes and readiness to ask for help right
away after exposure to the message is a drawback. The messages' long-term impacts
are not being examined. When only those wanting to engage in an online survey are
included in the sample, it may also not be representative of the overall population.
Future studies might employ a longitudinal design and recruit people from a range of
situations, including both online and offline ones, to overcome these constraints.
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