The Stigma of Mental Illness: Using Segmentation for Social Change
研究剖析了精神疾病污名的构成要素，并据此对普通人群进行细分，为政策制定和倡导团体提供差异化建议，以设计更有效的反污名社会营销活动。
Despite the unequivocal incidence and burden that mental illnesses place on the world, those with mental illness remain not only neglected but also deeply stigmatized across societies. The stigma that surrounds mental illness serves as a barrier to treatment and recovery, leading to serious negative consequences such as school failure, job loss, and suicide. While many large-scale social marketing efforts have found some success in reducing stigma, we contend that the recommended approaches, which utilize the input of people with mental illness and those close to them, are inadequate and that a deeper understanding of those who stigmatize is needed. This research first provides a comprehensive examination of the components that comprise stigma and then uses these components to segment the general population. The authors then present recommendations based on differences in the endorsement of stigma among these segments to inform policy and advocacy groups in developing more varied and potentially more effective social marketing campaigns.