In this study, we investigated empirical associations between others’ stigma regarding seeking psychological help (predictor), self-stigma regarding seeking help (mediator), loss of face concerns (moderator), and professional help-seeking attitudes (outcome) among 485 South Korean college students. We also explored the dimensionality of close others’ stigma and public stigma using a bifactor analysis. We recruited participants from several universities in South Korea. They completed an online survey containing demographic questions and study measures. Bifactor analysis results indicated that close others’ stigma and public stigma may be better treated as a unidimensional construct (i.e., others’ stigma). Mediation and moderated mediation analyses indicated that others’ stigma predicted self-stigma, which in turn predicted help-seeking attitudes. Furthermore, this mediation model was moderated by loss of face, in that as loss of face increased, the negative indirect effect of others’ stigma on help-seeking attitudes through self-stigma became weaker. We discuss implications for research and practice.
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