Research output: Contribution to Journal/Magazine › Journal article › peer-review
<mark>Journal publication date</mark> | 05/2008 |
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<mark>Journal</mark> | Journal of Applied Social Psychology |
Issue number | 5 |
Volume | 38 |
Number of pages | 19 |
Pages (from-to) | 1211-1229 |
Publication Status | Published |
<mark>Original language</mark> | English |
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.