Military Members’ Perceptions of Social Norms About Mental Health for Combat Stress

The article of record may be found at https://doi.org/10.1080/21635781.2019.1630039Low rates of mental health help-seeking for combat stress are reported in prior literature, with perceptions of stigma as a common factor preventing help-seeking. This article explores the Social Norms Approach as a message strategy for increasing help-seeking and encouragement of help-seeking among military members. The Social Norms Approach specifies messages for correcting misperceptions about prevalence and social approval of health behaviors. This article examined whether military members have misperceptions about the approval of seeking help and encouraging others to seek help for combat stress. Surveys with service members at an Army installation, a Naval station, and a convenience sample were used to assess military members’ perceptions of norms about whether others would encourage or approve of help-seeking, as well as their own willingness and approval of encouraging others to seek help. Results indicated misperceptions in norms, with a larger percentage of participants personally approving or indicating they would encourage others to seek help than their perceptions of what others would approve of or do. Results are discussed in terms of stigma research and campaign message interventions