Exploring the relation between masculinity and mental illness stigma using the stereotype content model and BIAS map

The current research explored the association of masculinity and stigma toward mental illness using theoretical predictions stemming from the stereotype content model and BIAS map. Two correlational studies (Ns = 245, 163) measured stereotypes, emotions, and behavioral intentions in relation to masculine, feminine, and gender-neutral disorders. Participants perceived masculine disorders as lacking personal warmth and competence. Masculine disorders also elicited more negative emotions and behavioral intentions. Two experimental studies (Ns = 161, 431) manipulated personal warmth, sex, and type of disorder in descriptions of people with mental illness. Low warmth and stereotypically masculine disorders consistently elicited negative emotions and behavioral intentions, but sex had limited effects. Overall, the results supported the theoretical models and illustrated the importance of warmth and symptomatic behavior in explaining the masculinity-stigma relation.