The Impact of Contact and Fame on Changing the Public Stigma of Mental Illness.

Many famous people have disclosed their mental illness to erase the harmful effects of stigma. This study examines the relative impact of disclosure stories from people who are or are not celebrities. We expected noncelebrities would be viewed as more similar and likeable and therefore have greater effects on stigma change. Research participants from an MTurk panel viewed self-disclosure stories from celebrity, Mariah Carey, or noncelebrity, Malia Fontecchio. Participants completed the Difference and Disdain Scale prior to reviewing the vignettes and immediately after each one. Participants also completed scales representing perceptions of fame, dissimilarity, and likeability of the person in each story. Results supported hypotheses: Mariah Carey was perceived as more famous, more dissimilar, and less likeable than Malia Fontecchio. Reading the Malia Fontecchio story led to greater improvement in disdain stigma than the Mariah Carey story. Implications for the varied role of celebrity status in stigma change are discussed.