Effects of Branding on Willingness to Attend Therapy

Abstract

Mental Health is an increasingly common topic of conversation in America throughout the past decade. This research paper explores the effect that branding has on an individual’s willingness to attend therapy. Our results could not prove that branding played a significant role in an individual’s willingness to attend therapy. However, we were able to prove that three key moderators: Brand Trust, Psychological Safety, and Brand Authenticity were statistically significant in determining an individual’s willingness to attend therapy. Practical insights for therapists center around promoting the individualistic care a patient could expect to receive while attending their practice.