Beliefs that explain mental health help-seeking intention among older men: a reasoned action approach

Older men seek help for mental health concerns at almost half the rate of older females. Efforts to motivate older men to seek help through health promotion messaging are an important public health initiative that can complement healthcare system changes. Guided by the reasoned action approach, this study aimed to identify the most salient beliefs that shape help-seeking intention among older men by region (i.e. city or rural area) to primarily inform campaign messaging and improve mental health help-seeking among older men. A mixed-methods enquiry was conducted across two samples of older men, comprising open-ended belief elicitation interviews (N1 = 23, M1 age = 74.91) and an online closed-question survey (N2 = 306 participants, M2 age = 75.28). Interviews identified 52 behavioural, normative, and control beliefs. Survey results showed salient beliefs influencing help-seeking intention (range β = 0.42 to β = 0.44), including encouragement from others, gaining new solutions, improved self-understanding, and being listened to and supported when seeking help, representing suitable messaging design candidates. The influence of salient beliefs on intention did not differ by region. The results suggest that health promotion efforts grounded in reasoned action approaches can support the development of tailored interventions to promote help-seeking for poor mental health. However, research is needed to evaluate how to effectively translate salient beliefs into carefully framed mental health messages, aligned with broader healthcare system-level reforms to promote help-seeking among older men.