книга базирана на тест «Spiral Dynamics:
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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.


Стравувања

земја
Јазик
-
Mail
Пресметка
Критична вредност на коефициентот на корелација
Нормална дистрибуција, од Вилијам Сеали Госет (студент) r = 0.0322
Нормална дистрибуција, од Вилијам Сеали Госет (студент) r = 0.0322
Не нормална дистрибуција, од Спирман r = 0.0013
ДистрибуцијаНе
нормално
Не
нормално
Не
нормално
НормалноНормалноНормалноНормалноНормално
Сите прашања
Сите прашања
Мојот најголем страв е
Мојот најголем страв е
Answer 1-
Слаба позитивен
0.0508
Слаба позитивен
0.0355
Слаба негативни
-0.0167
Слаба позитивен
0.0937
Слаба позитивен
0.0343
Слаба негативни
-0.0182
Слаба негативни
-0.1547
Answer 2-
Слаба позитивен
0.0195
Слаба позитивен
0.0014
Слаба негативни
-0.0408
Слаба позитивен
0.0643
Слаба позитивен
0.0458
Слаба позитивен
0.0125
Слаба негативни
-0.0972
Answer 3-
Слаба негативни
-0.0015
Слаба негативни
-0.0086
Слаба негативни
-0.0466
Слаба негативни
-0.0457
Слаба позитивен
0.0478
Слаба позитивен
0.0753
Слаба негативни
-0.0172
Answer 4-
Слаба позитивен
0.0408
Слаба позитивен
0.0319
Слаба негативни
-0.0223
Слаба позитивен
0.0188
Слаба позитивен
0.0303
Слаба позитивен
0.0224
Слаба негативни
-0.0966
Answer 5-
Слаба позитивен
0.0298
Слаба позитивен
0.1336
Слаба позитивен
0.0088
Слаба позитивен
0.0795
Слаба негативни
-1.99E-5
Слаба негативни
-0.0229
Слаба негативни
-0.1798
Answer 6-
Слаба негативни
-0.0034
Слаба позитивен
0.0110
Слаба негативни
-0.0659
Слаба негативни
-0.0082
Слаба позитивен
0.0211
Слаба позитивен
0.0840
Слаба негативни
-0.0309
Answer 7-
Слаба позитивен
0.0120
Слаба позитивен
0.0425
Слаба негативни
-0.0709
Слаба негативни
-0.0286
Слаба позитивен
0.0481
Слаба позитивен
0.0654
Слаба негативни
-0.0499
Answer 8-
Слаба позитивен
0.0640
Слаба позитивен
0.0829
Слаба негативни
-0.0292
Слаба позитивен
0.0153
Слаба позитивен
0.0355
Слаба позитивен
0.0130
Слаба негативни
-0.1349
Answer 9-
Слаба позитивен
0.0682
Слаба позитивен
0.1692
Слаба позитивен
0.0047
Слаба позитивен
0.0672
Слаба негативни
-0.0136
Слаба негативни
-0.0508
Слаба негативни
-0.1787
Answer 10-
Слаба позитивен
0.0770
Слаба позитивен
0.0734
Слаба негативни
-0.0207
Слаба позитивен
0.0265
Слаба позитивен
0.0318
Слаба негативни
-0.0106
Слаба негативни
-0.1292
Answer 11-
Слаба позитивен
0.0622
Слаба позитивен
0.0589
Слаба негативни
-0.0052
Слаба позитивен
0.0085
Слаба позитивен
0.0186
Слаба позитивен
0.0236
Слаба негативни
-0.1234
Answer 12-
Слаба позитивен
0.0425
Слаба позитивен
0.1011
Слаба негативни
-0.0350
Слаба позитивен
0.0358
Слаба позитивен
0.0313
Слаба позитивен
0.0237
Слаба негативни
-0.1534
Answer 13-
Слаба позитивен
0.0681
Слаба позитивен
0.1019
Слаба негативни
-0.0379
Слаба позитивен
0.0274
Слаба позитивен
0.0411
Слаба позитивен
0.0139
Слаба негативни
-0.1626
Answer 14-
Слаба позитивен
0.0726
Слаба позитивен
0.0994
Слаба негативни
-0.0033
Слаба негативни
-0.0062
Слаба позитивен
0.0029
Слаба позитивен
0.0113
Слаба негативни
-0.1222
Answer 15-
Слаба позитивен
0.0550
Слаба позитивен
0.1342
Слаба негативни
-0.0341
Слаба позитивен
0.0173
Слаба негативни
-0.0187
Слаба позитивен
0.0206
Слаба негативни
-0.1187
Answer 16-
Слаба позитивен
0.0668
Слаба позитивен
0.0281
Слаба негативни
-0.0339
Слаба негативни
-0.0419
Слаба позитивен
0.0660
Слаба позитивен
0.0248
Слаба негативни
-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
Валери Косенко
Сопственик на производ SaaS SDTEST®

Валерии се квалификуваше како социјален педагог-психолог во 1993 година и оттогаш го применува своето знаење во управувањето со проекти.
Валери се здоби со магистерска диплома и квалификација за менаџер на проект и програма во 2013 година. За време на неговата магистерска програма, тој се запозна со Project Roadmap (GPM Deutsche Gesellschaft für Projektmanagement e. V.) и Spiral Dynamics.
Валери е автор на истражување на неизвесноста на V.U.C.A. концепт со користење на спирална динамика и математичка статистика во психологијата и 38 меѓународни анкети.
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