Audience Segmentation as a Social-Marketing Tool in Health Promotion: Use of the Risk Perception Attitude Framework in HIV Prevention in Malawi | Zendy

Rajiv N. Rimal | Zendy; Jane Brown | Zendy; Glory Mkandawire | Zendy; Lisa Folda | Zendy; Kirsten Böse | Zendy; Alisha H. Creel | Zendy

Open Access

Audience 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,

Jane 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.

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