A Randomized Controlled Test of Direct-to-Consumer Marketing Using the American Psychological Association Psychotherapy Works Videos

• Published in: Professional psychology, research and practice research and practice, 2017-12, Vol.48 (6), p.421-428
• Main Authors: Brecht, Kierra, Swift, Joshua K, Worrall, John M, Parkin, Susannah R
• Format: Article
• Language: English
• Subjects: Advertisements; American Psychological Association; Consumer advertising; Consumer Attitudes; Drugs; Efficacy; Female; Health Care Utilization; Health problems; Help Seeking Behavior; Human; Male; Marketing; Mental disorders; Mental health; Mental health care; Mental Health Services; Preferences; Psychotherapy; Public opinion; Self esteem; Stigma; Trends; Video
• ISSN: 0735-7028; 1939-1323
• DOI: 10.1037/pro0000167

A large percentage of individuals within the United States who experience mental health problems fail to seek out any form of professional psychological help. In particular, although the efficacy and effectiveness of psychotherapy has clearly been demonstrated in the empirical literature, trends indicate a decrease in the utilization of this type of treatment. Existing research suggests that help-seeking stigma and preferences play a significant role in predicting help-seeking behaviors; however, little research has tested methods for increasing preferences and decreasing stigma toward psychotherapy. In this study, a nationwide sample of participants (n = 983) were randomized to watch 1 of 3 short commercial advertisements for psychotherapy or a control video. Participants were then asked to complete measures of perceived public stigma, self-stigma, and preferences for psychotherapy or medication for a psychological problem. Group comparisons indicated that although participants who watched the videos did not display less self-stigma compared to control participants, they did experience lower perceptions of public stigma (d = 0.25). Further, those who watched the psychotherapy videos were more likely to indicate a preference for psychotherapy over medication compared to the control group (odds ratio = 1.50). These results have important preliminary implications for improving access to psychotherapy for those with a mental health need. Public Significance Statement This study suggests that brief commercials for psychotherapy-in particular, the American Psychological Association Psychotherapy Works videos-can have an impact on preferences for psychotherapy over medication and perceptions of public stigma for seeking treatment. It illustrates a method that may be helpful in encouraging treatment seeking in individuals who experience a mental health need.