Black women are less likely to seek mental health services than their White counterparts (Wise, Adams-Campbell, Palmer, & Rosenberg, 2006). Cultural beliefs and norms may contribute to this disparity in psychological help-seeking. The Strong Black Woman archetype, a salient cultural gender norm which mandates that Black women uphold a mask of emotional and physical strength, appear fiercely self-reliant, and serve as care-taker for their family, church, and community, is one cultural factor that has been associated with depressive symptoms and the low rates of help-seeking among Black women (Beaubouef-Lafontant, 2007). The theory of planned behavior is a well-established psychological theory used to predict a multitude of behavioral intentions, including intentions to seek mental health services (Armitage & Connor, 2001). The theory states that intentions to perform specific behaviors can be predicted by attitudes toward the behavior, subjective norms, and perceived behavioral control (Ajzen, 1991). Because attitudes, norms, and control beliefs about behaviors can be greatly influenced by cultural norms, the Strong Black Woman archetype is important to consider when predicting psychological help-seeking among Black women. The current study examined the relationship between the Strong Black Woman ideal, depressive symptoms, the theory of planned behavior, and intentions to seek therapy for depression. First, a new measure of the Strong Black Woman ideal was created, evaluated, and validated using a sample of 234 Black and White female undergraduates. Three factors were identified (Mask of Strength, Care-Taking, and Self-Reliance). Black women scored significantly higher than White Women on the Strong Black Woman Scale total score and the Mask of Strength and Self-Reliance subscales. Analyses conducted with a second sample of 240 Black adult females examined the relationship between the Strong Black Woman ideal, the theory of planned behavior, and intentions to seek therapy. Analyses revealed that higher scores on the Mask of Strength and Care-Taking domains of the Strong Black Woman ideal were associated with more severe depressive symptoms. The theory of planned behavior significantly predicted intentions to seek therapy, with the addition of the Strong Black Woman ideal and past use of mental health services explaining significant additional variance. Specifically, women who had internalized the Strong Black Woman ideal and had never used mental health services were less likely to seek therapy services in the future. Additionally, the theory of planned behavior mediated the relationship between the Strong Black Woman ideal and intentions to seek therapy for depression. In light of these findings, psychological help-seeking promotion efforts designed for Black women should be informed of the Strong Black Woman archetype as a potential barrier to seeking services. Therapy for depression with Black women should address the potential positive and negative consequences of trying to live up to the Strong Black Woman ideal.
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