Premium
A Door to HIV‐Prevention Interventions: How Female‐Targeted Materials Can Enhance Female Participation 1
Author(s) -
Mc Culloch Kathleen C.,
Albarracín Dolores,
Durantini Marta R.
Publication year - 2008
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.1559-1816.2008.00345.x
Subject(s) - psychological intervention , human immunodeficiency virus (hiv) , psychology , gender equality , reading (process) , clinical psychology , medicine , social psychology , family medicine , gender studies , psychiatry , sociology , political science , law
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.