You May Be an Ally,But Can I Trust You? Exploring the Consequences of Source and Message Cultural Targeting Among Black Women

Abstract

Black women experience unique stressors and mental health challenges that intensified during the COVID-19 pandemic, raising critical questions such as who acts as a trustworthy therapist for Black women and what messaging is most effective for encouraging self-care and therapy. Four experiments with Black U.S. women (N = 1,961) aimed to answer these questions. Receiving messages from Black (vs. White) sources/therapists led to consistently positive outcomes (e.g., trust, positive attitudes toward mental treatment; Studies 1a–2), particularly among participants high in suspicion of White individuals’ motives. However, a matched gendered source/therapist (i.e., a White woman) produced inconsistently small effects. Although culturally targeted (vs. non-targeted) messages enhanced beliefs that the therapists conveyed allyship, they did not improve trust (Studies 1a–2). Importantly, a message emphasizing the need for policy-level changes sparked trust (Studies 2–3). This work has implications for developing effective ally and health messaging and fostering trust between therapists and Black women.

Keywords

culturally targeted messaging allyship social identity threat therapy Black women

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