Grāmata balstīta tests «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.


Bailes

valsts
valoda
-
Mail
Pārrēķināt
Kritiskais vērtību korelācijas koeficienta
Normāla izplatīšana, autors Viljams Sealijs Gossets (students) r = 0.0322
Normāla izplatīšana, autors Viljams Sealijs Gossets (students) r = 0.0322
Non parasts sadalījums, autors Spearman r = 0.0013
SadalījumsNenormālsNenormālsNenormālsNormālsNormālsNormālsNormālsNormāls
Visi jautājumi
Visi jautājumi
Mana lielākā bailes ir
Mana lielākā bailes ir
Answer 1-
Vāji pozitīvi
0.0508
Vāji pozitīvi
0.0355
Vāja negatīva
-0.0167
Vāji pozitīvi
0.0937
Vāji pozitīvi
0.0343
Vāja negatīva
-0.0182
Vāja negatīva
-0.1547
Answer 2-
Vāji pozitīvi
0.0195
Vāji pozitīvi
0.0014
Vāja negatīva
-0.0408
Vāji pozitīvi
0.0643
Vāji pozitīvi
0.0458
Vāji pozitīvi
0.0125
Vāja negatīva
-0.0972
Answer 3-
Vāja negatīva
-0.0015
Vāja negatīva
-0.0086
Vāja negatīva
-0.0466
Vāja negatīva
-0.0457
Vāji pozitīvi
0.0478
Vāji pozitīvi
0.0753
Vāja negatīva
-0.0172
Answer 4-
Vāji pozitīvi
0.0408
Vāji pozitīvi
0.0319
Vāja negatīva
-0.0223
Vāji pozitīvi
0.0188
Vāji pozitīvi
0.0303
Vāji pozitīvi
0.0224
Vāja negatīva
-0.0966
Answer 5-
Vāji pozitīvi
0.0298
Vāji pozitīvi
0.1336
Vāji pozitīvi
0.0088
Vāji pozitīvi
0.0795
Vāja negatīva
-1.99E-5
Vāja negatīva
-0.0229
Vāja negatīva
-0.1798
Answer 6-
Vāja negatīva
-0.0034
Vāji pozitīvi
0.0110
Vāja negatīva
-0.0659
Vāja negatīva
-0.0082
Vāji pozitīvi
0.0211
Vāji pozitīvi
0.0840
Vāja negatīva
-0.0309
Answer 7-
Vāji pozitīvi
0.0120
Vāji pozitīvi
0.0425
Vāja negatīva
-0.0709
Vāja negatīva
-0.0286
Vāji pozitīvi
0.0481
Vāji pozitīvi
0.0654
Vāja negatīva
-0.0499
Answer 8-
Vāji pozitīvi
0.0640
Vāji pozitīvi
0.0829
Vāja negatīva
-0.0292
Vāji pozitīvi
0.0153
Vāji pozitīvi
0.0355
Vāji pozitīvi
0.0130
Vāja negatīva
-0.1349
Answer 9-
Vāji pozitīvi
0.0682
Vāji pozitīvi
0.1692
Vāji pozitīvi
0.0047
Vāji pozitīvi
0.0672
Vāja negatīva
-0.0136
Vāja negatīva
-0.0508
Vāja negatīva
-0.1787
Answer 10-
Vāji pozitīvi
0.0770
Vāji pozitīvi
0.0734
Vāja negatīva
-0.0207
Vāji pozitīvi
0.0265
Vāji pozitīvi
0.0318
Vāja negatīva
-0.0106
Vāja negatīva
-0.1292
Answer 11-
Vāji pozitīvi
0.0622
Vāji pozitīvi
0.0589
Vāja negatīva
-0.0052
Vāji pozitīvi
0.0085
Vāji pozitīvi
0.0186
Vāji pozitīvi
0.0236
Vāja negatīva
-0.1234
Answer 12-
Vāji pozitīvi
0.0425
Vāji pozitīvi
0.1011
Vāja negatīva
-0.0350
Vāji pozitīvi
0.0358
Vāji pozitīvi
0.0313
Vāji pozitīvi
0.0237
Vāja negatīva
-0.1534
Answer 13-
Vāji pozitīvi
0.0681
Vāji pozitīvi
0.1019
Vāja negatīva
-0.0379
Vāji pozitīvi
0.0274
Vāji pozitīvi
0.0411
Vāji pozitīvi
0.0139
Vāja negatīva
-0.1626
Answer 14-
Vāji pozitīvi
0.0726
Vāji pozitīvi
0.0994
Vāja negatīva
-0.0033
Vāja negatīva
-0.0062
Vāji pozitīvi
0.0029
Vāji pozitīvi
0.0113
Vāja negatīva
-0.1222
Answer 15-
Vāji pozitīvi
0.0550
Vāji pozitīvi
0.1342
Vāja negatīva
-0.0341
Vāji pozitīvi
0.0173
Vāja negatīva
-0.0187
Vāji pozitīvi
0.0206
Vāja negatīva
-0.1187
Answer 16-
Vāji pozitīvi
0.0668
Vāji pozitīvi
0.0281
Vāja negatīva
-0.0339
Vāja negatīva
-0.0419
Vāji pozitīvi
0.0660
Vāji pozitīvi
0.0248
Vāja negatīva
-0.0759


Eksportēt uz MS Excel
Šī funkcija būs pieejama jūsu VUCA aptaujās
Labi

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
Produkta īpašnieks SaaS SDTEST®

Valērijs 1993. gadā ieguva sociālā pedagoga-psihologa kvalifikāciju un kopš tā laika ir pielietojis savas zināšanas projektu vadībā.
Valērijs 2013. gadā ieguva maģistra grādu un projektu un programmu vadītāja kvalifikāciju. Maģistra programmas laikā viņš iepazinās ar Project Roadmap (GPM Deutsche Gesellschaft für Projektmanagement e. V.) un Spiral Dynamics.
Valerii ir V.U.C.A. nenoteiktības izpētes autors. koncepcija, izmantojot spirālveida dinamiku un matemātisko statistiku psiholoģijā, un 38 starptautiskas aptaujas.
Šim amatam ir 0 Komentāri
Atbildēt uz
Atcelt atbildi
Atstājiet savu komentāru
×
Atrodat kļūdu
Informējiet par pareizo versiju
Ievadiet savu e-pasta adresi, kā vēlamo
Sūtīt
atcelt
Bot
sdtest
1
Sveiki! Ļaujiet man jums jautāt, vai jūs jau esat pazīstams ar spirāles dinamiku?