Open AccessAudience Segmentation as a Social-Marketing Tool in Health Promotion: Use of the Risk Perception Attitude Framework in HIV Prevention in Malawi
Author(s) -
Rajiv N. Rimal,
J. Howard Brown,
Glory Mkandawire,
Lisa Folda,
Kirsten Böse,
Alisha H. Creel
Publication year - 2009
Publication title -
american journal of public health
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.284
H-Index - 264
eISSN - 1541-0048
pISSN - 0090-0036
DOI - 10.2105/ajph.2008.155234
Subject(s) - risk perception , condom , social marketing , psychological intervention , perception , social psychology , psychology , self efficacy , health promotion , behavior change , affect (linguistics) , medicine , clinical psychology , environmental health , public health , family medicine , human immunodeficiency virus (hiv) , nursing , psychiatry , communication , syphilis , pathology , neuroscience
We sought to determine whether individuals' risk perceptions and efficacy beliefs could be used to meaningfully segment audiences to assist interventions that seek to change HIV-related behaviors.