Humanizing Dementia: Effects of Counter-Stereotypical Messages on Patronizing Speech toward People with a Stigmatized Health Condition

Patronizing speech and dehumanization both have negative impacts on the health and wellbeing of the recipients of these behaviors. This experiment applied Fiske’s stereotype content model, Haslam’s dual model of dehumanization, and Hummert’s model of patronizing speech to assess the effects of warmth- and competence-enhancing messages about a person with dementia on perceptions of humanness and patronizing speech toward people with dementia. Results supported our predictions that warmth- and competence-enhancing messages would translate into general tendencies to humanize people with dementia as a group. Predicted effects on patronizing communication did not materialize, but there were some unanticipated ways in which warmth- and competence-enhancing messages did influence intentions to use patronizing speech.