Marketing mental health to men: Theoretical and practical considerations

Aaron B. Rochlen · Wayne D. Hoyer

71 citations0/0 files storedJournal of Clinical Psychology

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Gender Roles and Identity Studies Mental Health Treatment and Access Media Influence and Health

Abstract

The current paper addresses the importance of and relevant challenges pertaining to the marketing of mental health to men. Included are pertinent definitions, a review of related research, and a discussion of recent large-scale gender-specific mental health campaigns. In addition, central aspects of the social marketing framework considered to be particularly useful for addressing men's resistance to help seeking are reviewed. Suggestions for future research topics are also provided.

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References

1992Health Behavior and Health Education: Theory, Research, and Practice 1997A Guide to Conducting Consensual Qualitative Research 2003Men, masculinity, and the contexts of help seeking.2000The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands 1982Intuitive prediction: Biases and corrective procedures 1986Gender-role conflict scale: College men's fear of femininity 1990Social marketing: strategies for changing public behavior 1992Attendance and outcome in a work site weight control program: Processes and stages of change as process and predictor variables

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