Audience Reactions and Receptivity to HIV Prevention Message Concepts for People Living with HIV  

Oleh:

Uhrig, Jennifer D. ; Bann, Carla M. ; Wasserman, Jill ; Guenther-Grey, Carolyn ; Eroglu, Dogan

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Aids Education and Prevention: An Interdisciplinary Journal vol. 22 no. 02 (Apr. 2010), page 110-125.
Topik: HIV Prevention message
Fulltext: A94; 2010; 22; 2; 110.win.pdf (157.33KB)

Ketersediaan

Perpustakaan PKPM Nomor Panggil: A94 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

This study measured audience reactions and receptivity to five draft HIV prevention message developed for people living with HIV (PLWH) to inform future HIV message choice and audience targeting decisions. Our premise was that message concepts that receive wide audience appeal constitute a strong starting point for designing future HIV prevention messages, program activites, and health communication and marketing campaigns for PLWH. The majority of participants indicated agreement with evaluative statements that expressed favorable attitudes toward all five of the message concepts we evaluated. Participants gave the lowest approval to the message promoting sero-sorting. Sociodemographic characteristic played less of a role in predicting differences in message perceptions than attitudes, beliefs and sexual behavior. The general appeal for these messages in encouraging given that messages were expressed in plain text without the support of other creative elements that are commonly used in message execution. These results confirm the utility of systematic efforts to generate and screen message concepts prior to large-scale testing.

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