Efficacy of value-expressive messages at improving attitudes toward psychiatric help seeking for depression treatment among young adults

Guided by the functional theory of attitude, this study examined the utility of value-expressive messages at improving young adults’ attitude toward psychiatric help-seeking (PHS). A randomized between-subject experiment (n = 148) was conducted with three message conditions: health or self-direction value-expressive messages and a control message. The acceptance and processing of value-expressive messages differed as a function of message recipients’ motivational goals. Specifically, the health value-expressive message (vs. the control) was perceived as more persuasive among those with a higher motivational goal to be healthy. Message inductions successfully established the connection between help-seeking attitudes and the goal of being healthy or self-directed (enhanced goal relevance), which in turn increased perceived argument strength and positive attitude toward PHS. Study findings highlight the importance of selecting matching values in developing value-expressive messages and offer practical implications for endorsing PHS as an important means toward depression treatment.