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This article takes the three ways of knowing in science, namely natural history, analysis and experimentation to argue for the importance of selecting the appropriate approach or approaches according to what problems or questions are being addressed. It is claimed that ignoring this guideline leads to invalid findings, inadequate explanations or suboptimal results. The claim is illustrated by a number of current but unsound approaches to marketing problems.

• Summary: Previous research has shown that people labeled with drug addiction are viewed as more blameworthy and dangerous compared to individuals labeled with mental illness who, in turn, are viewed more harshly than those with physical disabilities. Endorsement of such stereotypes often lead to less helping behavior and more avoidance of people with drug addiction compared to those with mental illness. In this study, attribution and dangerousness models are tested on a stratified random sample of the US population. The sample was recruited from a national online research panel ( N = 815). Research participants read a vignette about a person with one of the three health conditions (mental illness, drug addiction, or physically handicapped in a wheelchair) and were asked to complete items representing attribution and dangerousness judgments about the person. • Findings: Results are consistent with our hypotheses. Addicted to drugs was seen as more blameworthy and dangerous compared to mental illness. • Applications : These findings are important for framing the stigma and stereotypes of mental illness and drug addiction are discussed. In turn, these kinds of basic models will inform stigma change efforts of advocates.