Signs of Collaboration

Stigmatized health issues, such as screening for sexually transmitted diseases (STDs), often suffer from low public participation due to anticipated social judgement. This research explores how brand sponsorship on signage for these types of events can increase consumer trust, leading to increased willingness to participate. Across two studies, we find that when brand sponsorship is featured on marketing communications for a health event centered on STD screening, consumers’ increased trust leads to increased participation. The findings highlight the potential for corporate sponsorship to act as a social buffer, playing a critical role in increasing prosocial health behaviors among the public population.