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Professional stigma ads reduced program sign-ups by 26% (-0.032 percentage points, p < 0.001) and social stigma ads reduced sign-ups by 39% (-0.047 percentage points, p < 0.001) relative to control (0.121% sign-up rate), proving low-touch ad formats amplify stigma salience.
43% of jobseekers explicitly acknowledged that society looks down on entry-level jobs (10% reported "most of society", 33% reported "many people"), and approximately 25% reported that taking such jobs would negatively affect family and peer relationships.
Merely mentioning social stigma reduced job fair attendance by 1.4 percentage points overall and by 12.0 percentage points for the bottom predicted response group (p = 0.022). Adding testimonials attenuated this negative effect to -0.044 percentage points (statistically insignificant), demonstrating that salience forces can offset mitigation efforts.