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A door to HIV-prevention interventions: How female-targeted materials can enhance female participation

McCulloch, Kathleen C. and Albarracin, Dolores and Durantini, Marta R. (2008) A door to HIV-prevention interventions: How female-targeted materials can enhance female participation. Journal of Applied Social Psychology, 38 (5). pp. 1211-1229. ISSN 0021-9029

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Abstract

The aim of this study was to examine the influence of gender on exposure to gender-tailored HIV-prevention brochures. During an unobtrusive observation of participants' reading of brochures, both men and women were likely to avoid gender-mismatched brochures. However, women were more likely to selectively approach gender-matched brochures over gender-neutral brochures than were men. Furthermore, exposure to the female-targeted brochure predicted accepting an HIV-prevention video. This pattern was only the case for females and not for males or for the male-targeted brochure. This finding implies that the gender-tailored brochures are more useful for women than for men, and may open the door to other materials designed with preventive objectives.

Item Type: Article
Journal or Publication Title: Journal of Applied Social Psychology
Subjects: B Philosophy. Psychology. Religion > BF Psychology
Departments: Faculty of Science and Technology > Psychology
ID Code: 57705
Deposited By: ep_importer_pure
Deposited On: 21 Aug 2012 10:58
Refereed?: Yes
Published?: Published
Last Modified: 10 Apr 2014 00:01
Identification Number:
URI: http://eprints.lancs.ac.uk/id/eprint/57705

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