Date of Award

5-2026

Degree Name

Master of Arts

Department

Communication

First Advisor

Autumn Edwards, Ph.D.

Second Advisor

Chad Edwards, Ph.D.

Third Advisor

Bryan Abendschein, Ph.D.

Keywords

AI chatbots, Bangladesh Nigeria, fear of judgment, health communication, HIV/AIDS communication, user engagement

Access Setting

Masters Thesis-Open Access

Abstract

This study explores the relationship between Fear of Judgment (FOJ), understood as perceived stigma, and Intention to Engage (EI) with an AI-driven chatbot providing HIV/AIDS information. Stigma often discourages individuals from seeking information or discussing sensitive health issues, creating barriers to prevention and education. AI chatbots offer a potential solution by enabling anonymous, accessible, and non-judgmental interactions. This study examines whether FOJ reduces users’ willingness to engage with such technology and whether cultural context shapes this relationship. Data were collected from young adults in Bangladesh and Nigeria (N = 56) through an anonymous online survey using a simulated chatbot, Lifeline. Analyses included descriptive statistics, correlation, and t-tests. Findings show a significant negative relationship between FOJ and EI, indicating that higher stigma leads to lower engagement. While cross-country differences were not statistically significant, Bangladeshi participants reported slightly lower FOJ and higher EI. These results support CASA/MASA frameworks and highlight the potential of culturally adaptive AI chatbots to reduce stigma in health communication.

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