The Role of Fresh Start Mindset (FSM) and Collectivistic Orientation in Mental Health Awareness Ads

Lee, Yoon Joo, Hye Jin Yoon, Hae Yeon Seo, “The Role of Fresh Start Mindset (FSM) and Collectivistic Orientation in Mental Health Awareness Ads,” paper presented at AEJMC, Washington D.C. Aug. 7-10.

Abstract: Promoting mental health help-seeking behaviors faces significant barriers, especially due to ingrained societal norms and individuals' concerns about societal perceptions. This study, based on experimental data, explores the potential effectiveness of fresh start mindset (FSM) framing in enhancing perceived advertisement effectiveness and attitudes towards mental health issues, particularly among individuals with high collectivist tendencies.  This study uniquely suggests that mental health campaigns employing FSM framing may aid those with a strong collectivist orientation to shift from viewing mental health as a source of societal stigma and non-conformity, to embracing it as an opportunity for a fresh start. The role of individual differences in collectivist orientations serves as a critical factor influencing the processing of FSM framing.  Additionally, this study highlights that attitude toward the issue functions as a fundamental mechanism in assessing the responses to a mental health PSA using FSM framing. This forms the basis of our understanding of how FSM framing influences perceptions of mental health issues.