12,000

We have over 12,000 students, from over 100 countries, within one of the safest campuses in the UK

93%

93% of Lancaster students go into work or further study within six months of graduating

Home > Research > Publications & Outputs > A door to HIV-prevention interventions: How fem...
View graph of relations

« Back

A door to HIV-prevention interventions: How female-targeted materials can enhance female participation

Research output: Contribution to journalJournal article

Published

Journal publication date05/2008
JournalJournal of Applied Social Psychology
Journal number5
Volume38
Number of pages19
Pages1211-1229
Original languageEnglish

Abstract

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.