Imagined contact and schizophrenia stigma: investigating the effects of identity salience and social dominance

Abstract

Aims: Stigma surrounding schizophrenia is a serious problem that is universally encountered. However, tried and tested strategies such as imagined contact have been futile in improving attitudes and willingness for contact with schizophrenic people in those with high social dominance orientation. This study investigates whether integrating personal identity salience in the context of imagined contact with a schizophrenic individual helps combat schizophrenia-related stigma in people with higher SDO. Method: Participants (N=56) completed a survey which included an imagined contact procedure which primed either personal or group identity salience. Identity salience and social dominance were tested as moderators of the effects of imagined contact on attitudes and willingness for future contact with schizophrenic people in a moderated moderation model. Results: Identity salience and social dominance orientation were not found to be significant moderators of the effects of imagined contact on attitudes and behavioural intentions towards schizophrenics. Discussion: The study concludes with possible explanations for the lack of significant moderation effects and suggests directions for future studies on the relevant topics.