The Exception Proves the Rule: Subtyping Atypical Exemplars in Antistigma Campaigns About People Who Use Drugs

Abstract

Antistigma campaigns may attempt to alter stereotypes by depicting individuals who do not conform to public expectations of a member of that social category. This persuasive strategy has been especially popular in recent campaigns to reduce stigma toward people who use drugs. However, presenting an atypical exemplar of a stigmatized group may actually prompt individuals to create an entirely new subcategory of the wider social category, rather than expanding or challenging the existing group prototype—a process known as subtyping. This study uses two experiments to test the effects of atypical exemplars in antistigma campaigns on stereotypes of and social distance from people who use drugs, along with support for harm reduction policies. In both studies, rather than decreasing stigma, messages featuring atypical exemplars slightly increased stigma toward people who use drugs by emphasizing the distance between the exemplar and the stereotypically marginalized prototype. Our findings emphasize the value of assessing unintended effects of antistigma messages during campaign design.