Accepted for/Published in: Journal of Medical Internet Research
Date Submitted: Oct 24, 2024
Date Accepted: Jun 19, 2025
Advantages and Disadvantages of Portrayals of Vulnerable Doctors: The Impact of News Portrayals of Vulnerable Doctors on the Public's Evaluation and Trust under Different Involvement Levels
ABSTRACT
Background:
Media portrayals of doctors often depict them as vulnerable individuals, especially in China, but limited research explores how such portrayals influence public perceptions. Understanding the effects of these images is crucial for improving doctor-patient relationships.
Objective:
This study aims to examine how vulnerable portrayals of doctors affect public evaluations of their competence, warmth, morality, and overall trust, while considering the moderating effects of enduring (long-term) and situational (temporary) involvement.
Methods:
Four studies were conducted. Study 1 (N=492) and Study 2 (N=710) explored the relationship between exposure to vulnerable doctor images and evaluations of doctors using a stereotype content model (SCM) framework. An inverted U-shaped relationship was hypothesized, moderated by enduring involvement. Studies 3 (total N=565) and 4 (N=436) manipulated situational involvement among participants to assess its impact on public perceptions. Statistical analyses included regression models with interaction terms to evaluate moderation effects.
Results:
In Studies 1 and 2, for individuals with low to moderate hospital visit frequencies (i.e. enduring involvement), increased enduring involvement enhances the positive effect of vulnerable doctor images on physician evaluations and trust. In contrast, those with high visit frequencies show no effect (Bs<0.05, Ps>.61), and the super-highly involved population who are currently receiving medical treatment may even experience negative effects (B=-0.23, P=.03). In the general population, nearly 80% of individuals have low or moderate hospital visit frequencies (i.e., low or moderate levels of enduring involvement), which showing a positive moderating effect. Studies 3 (total N=565) and 4 (N=436) targeted the majority population by manipulating situational involvement. Increasing situational involvement further improves the impact of the vulnerable images on public evaluations of doctors (Fs>4.8, Ps<.03), further enhancing their trust in doctors (Bs>0.7, Ps<.01).
Conclusions:
The findings reveal a complex relationship between media portrayals of vulnerable doctors and public perceptions. Both enduring and situational involvement play key roles in shaping these perceptions. These insights provide practical guidance for media portrayals to strengthen public trust and promote harmonious doctor-patient relationships. Clinical Trial: null
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