著書に基づくテスト «Spiral Dynamics:
Mastering Values, Leadership, and
Change» (ISBN-13: 978-1405133562)
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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.


恐ろしい

言語
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Mail
再計算
相関係数の臨界値
ウィリアム・シーリー・ゴセット(学生)による正規分布 r = 0.0322
ウィリアム・シーリー・ゴセット(学生)による正規分布 r = 0.0322
スピアマンによる非正規分布 r = 0.0013
分布非正常非正常非正常普通普通普通普通普通
すべての質問
すべての質問
私の最大の恐れは
私の最大の恐れは
Answer 1-
弱いポジティブ
0.0508
弱いポジティブ
0.0355
弱いネガティブ
-0.0167
弱いポジティブ
0.0937
弱いポジティブ
0.0343
弱いネガティブ
-0.0182
弱いネガティブ
-0.1547
Answer 2-
弱いポジティブ
0.0195
弱いポジティブ
0.0014
弱いネガティブ
-0.0408
弱いポジティブ
0.0643
弱いポジティブ
0.0458
弱いポジティブ
0.0125
弱いネガティブ
-0.0972
Answer 3-
弱いネガティブ
-0.0015
弱いネガティブ
-0.0086
弱いネガティブ
-0.0466
弱いネガティブ
-0.0457
弱いポジティブ
0.0478
弱いポジティブ
0.0753
弱いネガティブ
-0.0172
Answer 4-
弱いポジティブ
0.0408
弱いポジティブ
0.0319
弱いネガティブ
-0.0223
弱いポジティブ
0.0188
弱いポジティブ
0.0303
弱いポジティブ
0.0224
弱いネガティブ
-0.0966
Answer 5-
弱いポジティブ
0.0298
弱いポジティブ
0.1336
弱いポジティブ
0.0088
弱いポジティブ
0.0795
弱いネガティブ
-1.99E-5
弱いネガティブ
-0.0229
弱いネガティブ
-0.1798
Answer 6-
弱いネガティブ
-0.0034
弱いポジティブ
0.0110
弱いネガティブ
-0.0659
弱いネガティブ
-0.0082
弱いポジティブ
0.0211
弱いポジティブ
0.0840
弱いネガティブ
-0.0309
Answer 7-
弱いポジティブ
0.0120
弱いポジティブ
0.0425
弱いネガティブ
-0.0709
弱いネガティブ
-0.0286
弱いポジティブ
0.0481
弱いポジティブ
0.0654
弱いネガティブ
-0.0499
Answer 8-
弱いポジティブ
0.0640
弱いポジティブ
0.0829
弱いネガティブ
-0.0292
弱いポジティブ
0.0153
弱いポジティブ
0.0355
弱いポジティブ
0.0130
弱いネガティブ
-0.1349
Answer 9-
弱いポジティブ
0.0682
弱いポジティブ
0.1692
弱いポジティブ
0.0047
弱いポジティブ
0.0672
弱いネガティブ
-0.0136
弱いネガティブ
-0.0508
弱いネガティブ
-0.1787
Answer 10-
弱いポジティブ
0.0770
弱いポジティブ
0.0734
弱いネガティブ
-0.0207
弱いポジティブ
0.0265
弱いポジティブ
0.0318
弱いネガティブ
-0.0106
弱いネガティブ
-0.1292
Answer 11-
弱いポジティブ
0.0622
弱いポジティブ
0.0589
弱いネガティブ
-0.0052
弱いポジティブ
0.0085
弱いポジティブ
0.0186
弱いポジティブ
0.0236
弱いネガティブ
-0.1234
Answer 12-
弱いポジティブ
0.0425
弱いポジティブ
0.1011
弱いネガティブ
-0.0350
弱いポジティブ
0.0358
弱いポジティブ
0.0313
弱いポジティブ
0.0237
弱いネガティブ
-0.1534
Answer 13-
弱いポジティブ
0.0681
弱いポジティブ
0.1019
弱いネガティブ
-0.0379
弱いポジティブ
0.0274
弱いポジティブ
0.0411
弱いポジティブ
0.0139
弱いネガティブ
-0.1626
Answer 14-
弱いポジティブ
0.0726
弱いポジティブ
0.0994
弱いネガティブ
-0.0033
弱いネガティブ
-0.0062
弱いポジティブ
0.0029
弱いポジティブ
0.0113
弱いネガティブ
-0.1222
Answer 15-
弱いポジティブ
0.0550
弱いポジティブ
0.1342
弱いネガティブ
-0.0341
弱いポジティブ
0.0173
弱いネガティブ
-0.0187
弱いポジティブ
0.0206
弱いネガティブ
-0.1187
Answer 16-
弱いポジティブ
0.0668
弱いポジティブ
0.0281
弱いネガティブ
-0.0339
弱いネガティブ
-0.0419
弱いポジティブ
0.0660
弱いポジティブ
0.0248
弱いネガティブ
-0.0759


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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
プロダクトオーナー SaaS SDTEST®

ヴァレリーは 1993 年に社会教育心理学者の資格を取得し、それ以来その知識をプロジェクト管理に応用してきました。
Valerii は、2013 年に修士号とプロジェクトおよびプログラム マネージャーの資格を取得しました。修士課程中に、プロジェクト ロードマップ (GPM Deutsche Gesellschaft für Projektmanagement e. V.) とスパイラル ダイナミクスに精通しました。
Valerii は、V.U.C.A の不確実性を探求した本の著者です。スパイラルダイナミクスと心理学の数学的統計を使用したコンセプト、および 38 の国際世論調査。
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