Prime and prejudice: Brief stereotypical media representations can increase prejudicial attitudes and behaviour towards people with schizophrenia

Prejudice against people with mental illnesses remains a sig- nificant problem in the United Kingdom and in many other countries despite sustained efforts by governments and charities. This is particularly so for people with schizophre- nia, who are seen as dangerous and unpredictable. The present study investigated the effect of brief, casual, stereo- typical representations on prejudice and behavioural inten- tions towards people with schizophrenia. Participants viewed Halloween costumes in an online environment under the guise of product research. In the experimental condition, they were exposed to a “Psycho Ward” Halloween outfit identical to one sold online by a leading super- market chain in the United Kingdom. Participants in the control condition saw a neutral “pumpkin” Halloween cos- tume. Exposure to the Psycho Ward outfit resulted in more negative behavioural intentions towards people with schizophrenia, mediated by increased prejudice. These find- ings confirm and extend earlier research that implicates adverse media stereotypes in the persistence of prejudice against people with mental illness. More research is war- ranted on the relative effects of different influences on community attitudes to mental illness.