Visibility and the Stigmatization of Cancer: Context Matters1

Few experimental studies have been conducted to investigate the effect of disease characteristics, such as visibility, on the stigmatization of cancer. The current study tested the reactions of undergraduates to vignettes that manipulated the visibility of cancer and the context in which help was needed by an individual with cancer. Results showed that participants were less willing to help the target individual when the cancer was visible and the context allowed stigmatization to be subtle. Further research should consider the relationships among disease attributes, the specific context where help is needed, and the stigmatization of individuals with cancer.