Almost half of individuals in the US struggling with depression never seek treatment and, of those that do, over half receive inadequate care.... Show moreAlmost half of individuals in the US struggling with depression never seek treatment and, of those that do, over half receive inadequate care. Although the efficacy of CBT for MDD is well established, the rate of individuals receiving psychotherapy has declined. With copious evidence supporting the effectiveness of direct-to-consumer advertising (DTCA) of pharmaceuticals, the current study evaluated the potential utility of DTCA of CBT for MDD.One hundred seventy-eight adults with (a) prior exposure to DTCA for antidepressants and (b) no mental health diagnoses or treatment were randomly assigned to view one of three video conditions: CBT for depression (CBT, n = 60), CBT plus information on antidepressants (CBT+MED, n = 58), or Control (arthritis and diabetes Public Service Announcements (PSAs); n = 60). After viewing the video participants completed measures of attitudes about, and willingness to engage in, CBT and antidepressant medication. The study was conducted online with participants being recruited through Prolific and the survey created via Qualtrics.Compared to controls, participants viewing CBT DTCA videos (with or without information on antidepressants) were more willing to engage in CBT, had less public and self-stigma associated with CBT, and believed CBT has less potential for harm. Compared to the CBT group, the CBT+MED group reported greater concern about the risks of disclosing personal information in a therapy setting.These results extend previous findings by applying the DTCA marketing style to a specific diagnosis and type of therapy. Findings indicate that DTCA-style ads for CBT for MDD can be effective in reducing stigma and increasing treatment willingness. They further suggest that DTCA-style marketing of evidence-based psychotherapies can be efficacious when created for specific treatments and disorders. The findings have substantial implications for public health and the dissemination of evidence-based practice. Show less
