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Promiscuous or Confident? Attitudinal Ambivalence Toward Condom Purchase 1
Author(s) -
Dahl Darren W.,
Darke Peter R.,
Gorn Gerald J.,
Weinberg Charles B.
Publication year - 2005
Publication title -
journal of applied social psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.822
H-Index - 111
eISSN - 1559-1816
pISSN - 0021-9029
DOI - 10.1111/j.1559-1816.2005.tb02150.x
Subject(s) - ambivalence , condom , psychology , social psychology , meaning (existential) , medicine , family medicine , syphilis , human immunodeficiency virus (hiv) , psychotherapist
This research examined attitudes toward condom purchase. Recent evidence is mixed. While some studies show attitudes have become more positive, other studies suggest that negative attitudes still dominate. Our own research examined the possibility that such attitudes may be ambivalent, meaning that the same individuals may simultaneously hold both positive and negative beliefs about condom purchase. The results confirmed this prediction. Study 1 showed that condom purchase evoked a combination of both negative beliefs about lifestyles and positive beliefs concerning the personal confidence of the consumer. These beliefs had competing effects on more global attitudes toward condom purchase. Specific beliefs about condoms were shown to provide the best indication of. whether participants actually used condoms. Study 2 employed standard measures of attitudinal ambivalence. The results conceptually replicated the finding that ambivalence was greater for those who purchased condoms compared to controls.