آزمون بر اساس کتاب «Spiral Dynamics:
Mastering Values, Leadership, and
Change» (ISBN-13: 978-1405133562)
حامی

Psychological Analysis of Fear-Based Healthcare Messaging: Comparing HIV/AIDS and COVID-19 Through the Lens of Spiral Dynamics

Dr. Tomás Campbell [1], a member of the BPS Division of Clinical Psychology Faculty for HIV and Sexual Health, article "Towards more inclusive and Empowering Healthcare Campaigns" [2] presents a compelling analysis of the evolution of HIV/AIDS messaging over four decades, tracing a path from fear-based approaches to more empowering, inclusive strategies. This progression reflects significant advances in both medical understanding and psychological approaches to public health communication. 

The SDTEST® survey data on fears provides an excellent opportunity to examine how these evolving messaging strategies align with contemporary fear psychology and value systems as described by Spiral Dynamics theory.


Comparative Analysis of HIV/AIDS and COVID-19 Fear Prevalence


The SDTEST® survey "Fears" involving 3,679 participants across 105 countries reveals that HIV/AIDS now ranks relatively low at 4%, while COVID-19 ranks even lower at just 2%. Below is a abridged version of the survey results. The full results are available for free in the FAQ section after login or registration.


ترس

کشور
زبان
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Mail
دوباره محاسبه کردن
مقدار بحرانی ضریب همبستگی
توزیع عادی ، توسط ویلیام سیلی گوست (دانشجو) r = 0.0322
توزیع عادی ، توسط ویلیام سیلی گوست (دانشجو) r = 0.0322
توزیع غیر عادی ، توسط Spearman r = 0.0013
توزیعغیر
عادی
غیر
عادی
غیر
عادی
طبیعیطبیعیطبیعیطبیعیطبیعی
تمام س questions الات
تمام س questions الات
بزرگترین ترس من این است
بزرگترین ترس من این است
Answer 1-
مثبت ضعیف
0.0508
مثبت ضعیف
0.0355
منفی ضعیف
-0.0167
مثبت ضعیف
0.0937
مثبت ضعیف
0.0343
منفی ضعیف
-0.0182
منفی ضعیف
-0.1547
Answer 2-
مثبت ضعیف
0.0195
مثبت ضعیف
0.0014
منفی ضعیف
-0.0408
مثبت ضعیف
0.0643
مثبت ضعیف
0.0458
مثبت ضعیف
0.0125
منفی ضعیف
-0.0972
Answer 3-
منفی ضعیف
-0.0015
منفی ضعیف
-0.0086
منفی ضعیف
-0.0466
منفی ضعیف
-0.0457
مثبت ضعیف
0.0478
مثبت ضعیف
0.0753
منفی ضعیف
-0.0172
Answer 4-
مثبت ضعیف
0.0408
مثبت ضعیف
0.0319
منفی ضعیف
-0.0223
مثبت ضعیف
0.0188
مثبت ضعیف
0.0303
مثبت ضعیف
0.0224
منفی ضعیف
-0.0966
Answer 5-
مثبت ضعیف
0.0298
مثبت ضعیف
0.1336
مثبت ضعیف
0.0088
مثبت ضعیف
0.0795
منفی ضعیف
-1.99E-5
منفی ضعیف
-0.0229
منفی ضعیف
-0.1798
Answer 6-
منفی ضعیف
-0.0034
مثبت ضعیف
0.0110
منفی ضعیف
-0.0659
منفی ضعیف
-0.0082
مثبت ضعیف
0.0211
مثبت ضعیف
0.0840
منفی ضعیف
-0.0309
Answer 7-
مثبت ضعیف
0.0120
مثبت ضعیف
0.0425
منفی ضعیف
-0.0709
منفی ضعیف
-0.0286
مثبت ضعیف
0.0481
مثبت ضعیف
0.0654
منفی ضعیف
-0.0499
Answer 8-
مثبت ضعیف
0.0640
مثبت ضعیف
0.0829
منفی ضعیف
-0.0292
مثبت ضعیف
0.0153
مثبت ضعیف
0.0355
مثبت ضعیف
0.0130
منفی ضعیف
-0.1349
Answer 9-
مثبت ضعیف
0.0682
مثبت ضعیف
0.1692
مثبت ضعیف
0.0047
مثبت ضعیف
0.0672
منفی ضعیف
-0.0136
منفی ضعیف
-0.0508
منفی ضعیف
-0.1787
Answer 10-
مثبت ضعیف
0.0770
مثبت ضعیف
0.0734
منفی ضعیف
-0.0207
مثبت ضعیف
0.0265
مثبت ضعیف
0.0318
منفی ضعیف
-0.0106
منفی ضعیف
-0.1292
Answer 11-
مثبت ضعیف
0.0622
مثبت ضعیف
0.0589
منفی ضعیف
-0.0052
مثبت ضعیف
0.0085
مثبت ضعیف
0.0186
مثبت ضعیف
0.0236
منفی ضعیف
-0.1234
Answer 12-
مثبت ضعیف
0.0425
مثبت ضعیف
0.1011
منفی ضعیف
-0.0350
مثبت ضعیف
0.0358
مثبت ضعیف
0.0313
مثبت ضعیف
0.0237
منفی ضعیف
-0.1534
Answer 13-
مثبت ضعیف
0.0681
مثبت ضعیف
0.1019
منفی ضعیف
-0.0379
مثبت ضعیف
0.0274
مثبت ضعیف
0.0411
مثبت ضعیف
0.0139
منفی ضعیف
-0.1626
Answer 14-
مثبت ضعیف
0.0726
مثبت ضعیف
0.0994
منفی ضعیف
-0.0033
منفی ضعیف
-0.0062
مثبت ضعیف
0.0029
مثبت ضعیف
0.0113
منفی ضعیف
-0.1222
Answer 15-
مثبت ضعیف
0.0550
مثبت ضعیف
0.1342
منفی ضعیف
-0.0341
مثبت ضعیف
0.0173
منفی ضعیف
-0.0187
مثبت ضعیف
0.0206
منفی ضعیف
-0.1187
Answer 16-
مثبت ضعیف
0.0668
مثبت ضعیف
0.0281
منفی ضعیف
-0.0339
منفی ضعیف
-0.0419
مثبت ضعیف
0.0660
مثبت ضعیف
0.0248
منفی ضعیف
-0.0759


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خوب

This modest fear prevalence contrasts sharply with the historical positioning of HIV/AIDS as a primary existential threat during the 1980s-90s. As the article aptly notes, early HIV/AIDS campaigns relied heavily on fear-based messaging, leveraging protection-motivation theory to drive behavioral change through graphic depictions of mortality and disease. The current survey results suggest these diseases have been partially normalized in the public consciousness, supporting the article's observation that medical advancements have transformed HIV from a death sentence to a manageable chronic condition.


When examining broader fear contexts, it's noteworthy that personal concerns about "illness of relatives and children" (11%) and general "illness" (8%) outrank specific disease fears like HIV/AIDS or COVID-19. This pattern indicates that abstract illness threats generate more anxiety than particular diseases that have been subject to extensive public education campaigns. This finding aligns with the article's discussion of how healthcare messaging has evolved toward destigmatization and normalization, particularly for HIV/AIDS.


Spiral Dynamics Correlations: Understanding Value Systems and Fear Responses


The correlation data between disease fears and Spiral Dynamics stages provides fascinating insights into how different value systems engage with health threats. HIV/AIDS shows a positive correlation (0.0662) with Orange-level thinking, which represents achievement-oriented, strategic value systems. This alignment makes psychological sense, as Orange thinking prioritizes personal agency and risk management. Individuals operating from this value system may respond more actively to diseases perceived as consequences of personal behavior choices.


Conversely, HIV/AIDS fears correlate negatively with Yellow (-0.0516) and more strongly with Turquoise (-0.1776) value systems. These second-tier thinking systems in Spiral Dynamics represent more complex, integrative worldviews that may contextualize disease within a broader systemic understanding. The stronger negative correlation with Turquoise thinking is particularly notable, as this holistic perspective tends to integrate mortality and vulnerability into a comprehensive worldview, potentially reducing fear responses to specific conditions.


For COVID-19, the correlation pattern differs significantly. The positive correlation with Green thinking (0.0637) suggests that communitarian, egalitarian value systems may experience heightened concern about highly communicable diseases that threaten community well-being. This aligns with the article's discussion of how modern healthcare campaigns increasingly emphasize collective responsibility and community protection. The negative correlations with Blue (-0.0342), Orange (-0.0409), and Turquoise (-0.0748) value systems suggest varied psychological responses across the spiral.


Implications for Evolving Healthcare Messaging


The article chronicles a shift from fear-based campaigns toward empowerment and behavioral strategies, noting how psychological frameworks like self-efficacy theory and social norm theory have informed this evolution. The SDTEST® data supports the efficacy of this shift by demonstrating relatively low fear ratings for HIV/AIDS despite its historical stigma. This suggests that destigmatizing, empowering messaging approaches may have successfully normalized the condition in public consciousness.


The varying correlations between fears and Spiral Dynamics stages also validate the article's emphasis on intersectionality and tailored messaging. Different value systems appear to process disease threats through distinct psychological frameworks, which has significant implications for public health communication. The article notes that "campaigns are now much more carefully designed to address diverse populations," which aligns with the need to consider value system diversity in designing effective interventions.


Advancing Psychologically Informed Healthcare Communications


The relatively weak correlation between disease fears and specific Spiral Dynamics stages (with the critical value of the correlation coefficient for a normal distribution, by William Sealy Gosset (Student) r = 0.0323) suggests that fears of HIV/AIDS and COVID-19 transcend value systems but manifest differently within them. This finding supports the article's conclusion that messaging must "remain effective, compassionate, and mindful of nuance." The positive correlation between HIV/AIDS fears and Orange thinking, contrasted with COVID-19's positive correlation with Green thinking, demonstrates how different diseases activate different value concerns.


The article's discussion of digital and social media platforms as vectors for modern healthcare messaging presents opportunities for even more targeted value-specific communications. Understanding the psychological frameworks through which different Spiral Dynamics stages process health information could enable micro-targeted campaigns that resonate more effectively with diverse audiences. For instance, messaging aimed at Orange-dominant thinkers might emphasize personal agency and achievement in health management, while Green-focused messaging might highlight community protection and collective responsibility.


Conclusion


The evolution of HIV/AIDS messaging described in the article reflects a sophisticated understanding of psychological principles, moving from protection-motivation theory toward self-efficacy and social norm approaches. The SDTEST® data validates this progression by showing relatively modest contemporary fear responses to HIV/AIDS despite its historical stigmatization. The correlation patterns between disease fears and Spiral Dynamics stages provide valuable insights for further refining healthcare communications to resonate with different value systems.


The comparative data between HIV/AIDS and COVID-19 fears, particularly their different correlation patterns with Spiral Dynamics stages, suggests that disease characteristics interact with value systems to produce distinct psychological responses. As the article argues, effective healthcare campaigns must continue to evolve based on evidence rather than prejudice. The SDTEST® data offers this evidence, demonstrating how fears of specific conditions correlate with different psychological frameworks and value systems.


This integration of fear psychology, mathematical correlation, and Spiral Dynamics theory provides a robust foundation for developing increasingly sophisticated, psychologically informed healthcare messaging strategies that can effectively engage diverse populations across the spiral of human development.



Sources

[1] https://www.linkedin.com/in/tomas-campbell-40202785/
[2] https://www.bps.org.uk/blog/towards-more-inclusive-and-empowering-healthcare-campaigns


2025.02.28
والری
مالک محصول SaaS SDTEST®

والری در سال 1993 به عنوان یک معلم اجتماعی-روانشناس صلاحیت یافت و از آن زمان دانش خود را در مدیریت پروژه به کار گرفته است.
والری در سال 2013 مدرک کارشناسی ارشد و صلاحیت مدیر پروژه و برنامه را دریافت کرد. در طول دوره کارشناسی ارشد خود، با Project Roadmap (GPM Deutsche Gesellschaft für Projektmanagement e. V.) و Spiral Dynamics آشنا شد.
والری نویسنده کتاب بررسی عدم قطعیت V.U.C.A است. مفهوم با استفاده از دینامیک مارپیچی و آمار ریاضی در روانشناسی و 38 نظرسنجی بین المللی
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