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help-seeking attitude, mental health stigma, loss of face, South Koreans


This study investigated empirical associations between others stigma (predictor), self-stigma (mediator), loss of face concerns (moderator), and professional help-seeking attitudes (outcome) among South Korean college students (N = 485). We also explored the dimensionality of close others and public stigmas using bifactor analysis and ancillary measures. Participants were recruited from several universities in South Korea. They completed an online survey containing demographic questions and study measures. Bifactor analysis results indicated that close others and public stigmas may be better treated as a unidimensional measure (i.e., others stigma). Mediation and moderated mediation analyses indicated that others stigma predicted self-stigma, which in turn predicted help-seeking attitudes. Furthermore, this mediation model was moderated by loss of face. The index of moderated mediation indicated that as the value of loss of face increased, the negative indirect effect of others stigma on help-seeking attitudes through self-stigma became weaker. Implications for research and practice are discussed.

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