הספר מבוסס מבחן «Spiral Dynamics:
Mastering Values, Leadership, and
Change» (ISBN-13: 978-1405133562)
נותני חסות

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.


פחדים

מדינה
שפה
-
Mail
לחשב מחדש
ערך קריטי של מקדם המתאם
התפלגות רגילה, מאת ויליאם סיילי גוסט (סטודנט) r = 0.0322
התפלגות רגילה, מאת ויליאם סיילי גוסט (סטודנט) r = 0.0322
התפלגות לא נורמלית, מאת ספירמן r = 0.0013
הפצהלא
נורמלי
לא
נורמלי
לא
נורמלי
נוֹרמָלִינוֹרמָלִינוֹרמָלִינוֹרמָלִינוֹרמָלִי
כל השאלות
כל השאלות
הפחד הגדול ביותר שלי הוא
הפחד הגדול ביותר שלי הוא
Answer 1-
חיובי חלש
0.0508
חיובי חלש
0.0355
שלילי חלש
-0.0167
חיובי חלש
0.0937
חיובי חלש
0.0343
שלילי חלש
-0.0182
שלילי חלש
-0.1547
Answer 2-
חיובי חלש
0.0195
חיובי חלש
0.0014
שלילי חלש
-0.0408
חיובי חלש
0.0643
חיובי חלש
0.0458
חיובי חלש
0.0125
שלילי חלש
-0.0972
Answer 3-
שלילי חלש
-0.0015
שלילי חלש
-0.0086
שלילי חלש
-0.0466
שלילי חלש
-0.0457
חיובי חלש
0.0478
חיובי חלש
0.0753
שלילי חלש
-0.0172
Answer 4-
חיובי חלש
0.0408
חיובי חלש
0.0319
שלילי חלש
-0.0223
חיובי חלש
0.0188
חיובי חלש
0.0303
חיובי חלש
0.0224
שלילי חלש
-0.0966
Answer 5-
חיובי חלש
0.0298
חיובי חלש
0.1336
חיובי חלש
0.0088
חיובי חלש
0.0795
שלילי חלש
-1.99E-5
שלילי חלש
-0.0229
שלילי חלש
-0.1798
Answer 6-
שלילי חלש
-0.0034
חיובי חלש
0.0110
שלילי חלש
-0.0659
שלילי חלש
-0.0082
חיובי חלש
0.0211
חיובי חלש
0.0840
שלילי חלש
-0.0309
Answer 7-
חיובי חלש
0.0120
חיובי חלש
0.0425
שלילי חלש
-0.0709
שלילי חלש
-0.0286
חיובי חלש
0.0481
חיובי חלש
0.0654
שלילי חלש
-0.0499
Answer 8-
חיובי חלש
0.0640
חיובי חלש
0.0829
שלילי חלש
-0.0292
חיובי חלש
0.0153
חיובי חלש
0.0355
חיובי חלש
0.0130
שלילי חלש
-0.1349
Answer 9-
חיובי חלש
0.0682
חיובי חלש
0.1692
חיובי חלש
0.0047
חיובי חלש
0.0672
שלילי חלש
-0.0136
שלילי חלש
-0.0508
שלילי חלש
-0.1787
Answer 10-
חיובי חלש
0.0770
חיובי חלש
0.0734
שלילי חלש
-0.0207
חיובי חלש
0.0265
חיובי חלש
0.0318
שלילי חלש
-0.0106
שלילי חלש
-0.1292
Answer 11-
חיובי חלש
0.0622
חיובי חלש
0.0589
שלילי חלש
-0.0052
חיובי חלש
0.0085
חיובי חלש
0.0186
חיובי חלש
0.0236
שלילי חלש
-0.1234
Answer 12-
חיובי חלש
0.0425
חיובי חלש
0.1011
שלילי חלש
-0.0350
חיובי חלש
0.0358
חיובי חלש
0.0313
חיובי חלש
0.0237
שלילי חלש
-0.1534
Answer 13-
חיובי חלש
0.0681
חיובי חלש
0.1019
שלילי חלש
-0.0379
חיובי חלש
0.0274
חיובי חלש
0.0411
חיובי חלש
0.0139
שלילי חלש
-0.1626
Answer 14-
חיובי חלש
0.0726
חיובי חלש
0.0994
שלילי חלש
-0.0033
שלילי חלש
-0.0062
חיובי חלש
0.0029
חיובי חלש
0.0113
שלילי חלש
-0.1222
Answer 15-
חיובי חלש
0.0550
חיובי חלש
0.1342
שלילי חלש
-0.0341
חיובי חלש
0.0173
שלילי חלש
-0.0187
חיובי חלש
0.0206
שלילי חלש
-0.1187
Answer 16-
חיובי חלש
0.0668
חיובי חלש
0.0281
שלילי חלש
-0.0339
שלילי חלש
-0.0419
חיובי חלש
0.0660
חיובי חלש
0.0248
שלילי חלש
-0.0759


יצוא ל- MS Excel
פונקציונליות זו תהיה זמינה בסקרי VUCA שלך
בסדר

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
בעל מוצר SaaS SDTEST®

ולרי הוסמכה כפדגוג חברתי-פסיכולוג בשנת 1993 ומאז מיישם את הידע שלו בניהול פרויקטים.
ולרי השיג תואר שני ואת ההסמכה למנהל פרויקטים ותוכניות בשנת 2013. במהלך תכנית התואר השני שלו, הוא הכיר את מפת הדרכים של הפרויקט (GPM Deutsche Gesellschaft für Projektmanagement e. V.) ו-Spiral Dynamics.
Valerii הוא המחבר של חקר אי הוודאות של V.U.C.A. מושג באמצעות דינמיקה ספירלית וסטטיסטיקה מתמטית בפסיכולוגיה, ו-38 סקרים בינלאומיים.
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