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2024 Early Career Researcher Grant

Developing a Personalized Normative Feedback Intervention to Increase Help-Seeking for Suicidal Thoughts

1 research finding from this AFSP-funded study.

Research finding · April 2026

Different forms of stigma may shape suicide risk among Black young adults

Suicidal thoughts and behaviors among Black American emerging adults have received growing attention in recent years, alongside efforts to better understand the social factors that shape risk. While emotional distress plays a major role, experiences of stigma (i.e., negative attitudes) surrounding mental health may influence how risk develops and whether individuals seek support. Stigma can take different forms. Perceived public stigma refers to the belief that others view people in mental health treatment negatively (e.g., that they may be judged, avoided, or seen as weak). Self-stigma, on the other hand, reflects the internalization of these beliefs, such as feeling ashamed of one’s own distress or viewing oneself negatively for needing help. These experiences can shape how individuals interpret their struggles, whether they disclose distress, and how they engage with care. Understanding these dynamics is especially important for Black emerging adults, who may face unique cultural and structural barriers to mental health support.

Dr. Hans Oh used his AFSP grant to examine how perceived public stigma and self-stigma were associated with suicidal ideation and suicide attempts among more than 1,200 Black American young adults ages 18–29. Participants completed an online survey assessing stigma, perceived need for mental health support, and recent suicidal thoughts and behaviors. Among those who reported needing help, higher perceived public stigma was associated with greater likelihood of suicidal ideation, while self-stigma was more strongly associated with suicide attempts. Among those who did not report needing help, stigma was generally not associated with suicidal thoughts or behaviors; however, individuals who endorsed more negative beliefs about people in mental health treatment (conceptualized as prejudice in this group) showed a higher likelihood of recent suicide attempts. Overall, the findings suggest that how a person experiences these perceived negative attitudes may affect their thoughts and behavior in regard to suicide.

Citation: Oh, H.; Boyd, D.; Anderson, R.E.; Patterson, A.; Stephens, J.R.B.; Besecker, M.; Goodwill, J. Stigma and suicidal thoughts and behaviors among Black American emerging adults. SSM - Ment. Heal. 2026, 9, https://doi.org/10.1016/j.ssmmh.2026.100598

This finding comes from an AFSP-funded study — see the grant below ↓

The grant behind this work · 2024 Early Career Researcher Grant

Developing a Personalized Normative Feedback Intervention to Increase Help-Seeking for Suicidal Thoughts

Hans Oh, Ph.D., MSW

Hans Oh, Ph.D., MSW

University of Southern California

Mentor: Eric Pedersen, Ph.D., University of Southern California

Amount awarded
$140,000
Focus area
Clinical Treatment

Inside the Research

Negative attitudes toward mental health difficulties and help seeking are pervasive, especially in Black and Asian American communities. This study explores whether correcting misperceptions about depression and suicide using Personalized Normative Feedback (PNF) can increase help-seeking among people who have untreated depression and suicidal thoughts. After conducting a survey to collect perceived social norm data from Black and Asian Americans ages 18 to 29 years, the study will evaluate a PNF intervention in a non-treatment-seeking group of Black and Asian American adults with untreated depression and/or recent suicidal ideation. 

Full scientific abstract

Suicide rates have increased for Black and Asian American emerging adults in California, untreated depression contributes to this concerning trend. A major deterrent to treatment utilization is stigma, which has been known to decrease help-seeking behaviors. Black and Asian American communities have been known to have higher levels of mental health stigma than their white counterparts. People with untreated depression and suicidal thoughts often turn to the internet for help, meaning online interventions can play a crucial role in nudging individuals toward help-seeking. Personalized Normative Feedback (PNF) is one such intervention that has been widely used to modify a range of health behaviors. The premise of PNF is that people generally hold exaggerated views about what their peers deem acceptable (i.e., perceived social norms), which in turn influences behavior. However, perceptions that are so often passively accepted can be challenged with gentle confrontation. PNF actively corrects these views by providing accurate information about what people actually think is acceptable, thus re-routing the social pressure toward conformity to the healthier behavior. Working closely with a community advisory board, we will conduct a survey to collect social norms data from Black (N=1000) and Asian American (N=1000) emerging adults aged (18-29) and explore the extent to which perceived social norms associate with help-seeking intentions and behaviors across the ethno-racial groups. We will identify Black (N=30) and Asian American (N=30) emerging adults with untreated depression and/or recent suicidal ideation but have expressed no intention to seek help, and invite them to complete the PNF. In addition to examining changes in perceptions and intentions to seek help from pre-test to post-test, we will conduct a one-month follow up to see if intentions materialized into actions. We will also conduct qualitative interviews to guide iterative modifications to the PNF, examining acceptability, safety, and feasibility. If efficacious, we expect to be able to administer this cost-effective, quick, and easy intervention to thousands of individuals to reduce stigma and increase help-seeking.

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