Cross-Cultural Perspectives On Mental Health Help-Seeking: A Marketing Approach

Abstract

This research delves into the factors influencing individuals' intentions to seek mental health services within diverse cultural contexts. Drawing on over five decades of mental health research, it introduces an enhanced measurement model rooted in marketing principles. Surveys conducted in the United States, Vietnam, and Bangladesh demonstrate the positive impact of help-seeking propensity on consumers' intentions to pursue professional mental health services. This study offers valuable insights into healthcare marketing methodologies, highlighting the significance of help-seeking propensity in shaping consumer behavior. Future research directions are also suggested to deepen our understanding of this complex relationship.