A couple of weeks ago, Christa and I were chatting about how a majority of anti-depression medicine providers market themselves to women. We thought it was interesting that every commercial you see on TV features a depressed woman. It’s one of those things you probably don’t think about until it’s pointed out to you. Then you see it all the time.

And now I’ve seen a new study that fits with this observance. According to research from Viren Swami at the University of Westminster in the U.K., correctly identifying signs of depression depends on the gender of the identifier and the depressed person.

Swami presented study participants with one of two fictitious subjects, Kate and Jack. Both were described in non-clinical terms as having identical symptoms of major depression, the only difference being their suggested gender. For example, a sample of the test reads, “For the past two weeks, Kate/Jack has been feeling really down. S/he wakes up in the morning with a flat, heavy feeling that stick with her/him all day. S/he isn’t enjoying things the way s/he normally would. S/he finds it hard to concentrate on anything.” Respondents were asked to identify whether the individual described suffered a mental health disorder, and how likely they would be to recommend seeking professional help to the subject in the test.

Men and women were equally likely to classify Kate as having a mental health disorder, but men were less likely than women to indicate that Jack suffered from depression. Men were also more likely to recommend that Kate seek professional help than women were, but both men and women were equally likely to make this suggestion for Jack. Respondents, particularly men, rated Kate’s case as significantly more distressing, difficult to treat, and deserving of sympathy than they did Jack’s case.

The researcher also found that individual attitudes towards depression were associated with skepticism about psychiatry and anti-scientific attitudes. According to Swami, their results are significant for initiatives aimed at enhancing mental health literacy, which should consider the impact of gender stereotypes and attitudes towards help-seeking behaviors.

Have you noticed a bias toward women and depression in ads? Do you think women suffer more than men from depression?

(Quotes from the Public Library of Science. Image via Flickr: Luis Sarabia / Creative Commons.)