The primary goal of the present study is to investigate whether reducing feelings of financial shame and financial stigma increases the willingness to seek financial support. To do so, two websites...Show moreThe primary goal of the present study is to investigate whether reducing feelings of financial shame and financial stigma increases the willingness to seek financial support. To do so, two websites from the same organization offering financial support were designed. The first used neutral wording, whereas the second included language that aimed to reduce feelings of financial shame and financial stigma. Although results showed that the willingness to contact the organization was not significant between conditions, we found that participants visiting the modified website were more willing to recommend the organization to relatives and friends experiencing financial hardship than those on the neutral condition. Additionally, we found that participants visiting the modified website perceived the organization as more supportive and trustworthy and showed more adaptive coping mechanisms regarding their own financial situation. Lastly, results revealed that participants experiencing higher feelings of financial stigma perceived the organization as less competent.Show less
