Date of Award

Spring 5-11-2026

Document Type

Undergraduate Honors Thesis

Degree Name

Bachelor of Arts in Psychology

Department

Psychological Sciences

Advisor

Rebekah Wanic

Abstract

Previous research has demonstrated that framing effects, influencer sponsorships, and brand campaigns significantly influence consumer behavior and, consequently, company profitability. Over the last few decades, many companies have aligned themselves with various social justice issues, including mental health advocacy. To date, little work has explored what effect such alignment might have on brand perception or consumer behavior. The aim of this study is to explore how mental health advertising influences these variables, taking brand familiarity into account. Participants rated brand authenticity, purchase intent, and willingness to pay premium prices for products after learning about campaigns from familiar or unfamiliar brands that emphasized either mental health awareness or monetary fundraising. Contrary to the hypothesis, results revealed that unknown brands generated significantly higher purchase intent than familiar brands, and money-focused campaigns were significantly more persuasive than mental health-focused campaigns. While known brands were perceived as more authentic, this did not translate to higher purchase intentions. These findings suggest that consumers may be skeptical of large corporations’ social responsibility claims. Implications and future directions are discussed.

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