test basé livre «Spiral Dynamics:
Mastering Values, Leadership, and
Change» (ISBN-13: 978-1405133562)
Sponsors

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.


Peurs

Pays
La langue
-
Mail
Recalculer
La valeur critique du coefficient de corrélation
Distribution normale, par William Sealy Gosset (étudiant) r = 0.0322
Distribution normale, par William Sealy Gosset (étudiant) r = 0.0322
Distribution non normale, par Spearman r = 0.0013
DistributionNon
normal
Non
normal
Non
normal
NormalNormalNormalNormalNormal
Toutes les questions
Toutes les questions
Ma plus grande peur est
Ma plus grande peur est
Answer 1-
Positif faible
0.0508
Positif faible
0.0355
Négatif faible
-0.0167
Positif faible
0.0937
Positif faible
0.0343
Négatif faible
-0.0182
Négatif faible
-0.1547
Answer 2-
Positif faible
0.0195
Positif faible
0.0014
Négatif faible
-0.0408
Positif faible
0.0643
Positif faible
0.0458
Positif faible
0.0125
Négatif faible
-0.0972
Answer 3-
Négatif faible
-0.0015
Négatif faible
-0.0086
Négatif faible
-0.0466
Négatif faible
-0.0457
Positif faible
0.0478
Positif faible
0.0753
Négatif faible
-0.0172
Answer 4-
Positif faible
0.0408
Positif faible
0.0319
Négatif faible
-0.0223
Positif faible
0.0188
Positif faible
0.0303
Positif faible
0.0224
Négatif faible
-0.0966
Answer 5-
Positif faible
0.0298
Positif faible
0.1336
Positif faible
0.0088
Positif faible
0.0795
Négatif faible
-1.99E-5
Négatif faible
-0.0229
Négatif faible
-0.1798
Answer 6-
Négatif faible
-0.0034
Positif faible
0.0110
Négatif faible
-0.0659
Négatif faible
-0.0082
Positif faible
0.0211
Positif faible
0.0840
Négatif faible
-0.0309
Answer 7-
Positif faible
0.0120
Positif faible
0.0425
Négatif faible
-0.0709
Négatif faible
-0.0286
Positif faible
0.0481
Positif faible
0.0654
Négatif faible
-0.0499
Answer 8-
Positif faible
0.0640
Positif faible
0.0829
Négatif faible
-0.0292
Positif faible
0.0153
Positif faible
0.0355
Positif faible
0.0130
Négatif faible
-0.1349
Answer 9-
Positif faible
0.0682
Positif faible
0.1692
Positif faible
0.0047
Positif faible
0.0672
Négatif faible
-0.0136
Négatif faible
-0.0508
Négatif faible
-0.1787
Answer 10-
Positif faible
0.0770
Positif faible
0.0734
Négatif faible
-0.0207
Positif faible
0.0265
Positif faible
0.0318
Négatif faible
-0.0106
Négatif faible
-0.1292
Answer 11-
Positif faible
0.0622
Positif faible
0.0589
Négatif faible
-0.0052
Positif faible
0.0085
Positif faible
0.0186
Positif faible
0.0236
Négatif faible
-0.1234
Answer 12-
Positif faible
0.0425
Positif faible
0.1011
Négatif faible
-0.0350
Positif faible
0.0358
Positif faible
0.0313
Positif faible
0.0237
Négatif faible
-0.1534
Answer 13-
Positif faible
0.0681
Positif faible
0.1019
Négatif faible
-0.0379
Positif faible
0.0274
Positif faible
0.0411
Positif faible
0.0139
Négatif faible
-0.1626
Answer 14-
Positif faible
0.0726
Positif faible
0.0994
Négatif faible
-0.0033
Négatif faible
-0.0062
Positif faible
0.0029
Positif faible
0.0113
Négatif faible
-0.1222
Answer 15-
Positif faible
0.0550
Positif faible
0.1342
Négatif faible
-0.0341
Positif faible
0.0173
Négatif faible
-0.0187
Positif faible
0.0206
Négatif faible
-0.1187
Answer 16-
Positif faible
0.0668
Positif faible
0.0281
Négatif faible
-0.0339
Négatif faible
-0.0419
Positif faible
0.0660
Positif faible
0.0248
Négatif faible
-0.0759


Exporter vers MS Excel
Cette fonctionnalité sera disponible dans vos propres sondages à la VUCA
D'accord

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
Valerii Kosenko
Product Owner SaaS SDTEST®

Valerii a obtenu son diplôme de pédagogue social-psychologue en 1993 et ​​a depuis appliqué ses connaissances à la gestion de projets.
Valerii a obtenu un master et le diplôme de chef de projet et de programme en 2013. Au cours de son programme de master, il s'est familiarisé avec Project Roadmap (GPM Deutsche Gesellschaft für Projektmanagement e. V.) et Spiral Dynamics.
Valerii est l'auteur de l'exploration de l'incertitude du V.U.C.A. concept utilisant la dynamique spirale et les statistiques mathématiques en psychologie, et 38 sondages internationaux.
Ce message a 0 commentaires
Répondre à
Annuler une réponse
laisse ton commentaire
×
VOUS TROUVEZ UNE ERREUR
PROPOSEZ VOTRE VERSION CORRECTE
Entrez votre e-mail comme vous le souhaitez
Envoyer
Annuler
Bot
sdtest
1
Bonjour à tous! Permettez-moi de vous demander, connaissez-vous déjà la dynamique en spirale?