Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - A door to HIV-prevention interventions: How female-targeted materials can enhance female participation
AU - McCulloch, Kathleen C.
AU - Albarracin, Dolores
AU - Durantini, Marta R.
PY - 2008/5
Y1 - 2008/5
N2 - 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.
AB - 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.
U2 - 10.1111/j.1559-1816.2008.00345.x
DO - 10.1111/j.1559-1816.2008.00345.x
M3 - Journal article
VL - 38
SP - 1211
EP - 1229
JO - Journal of Applied Social Psychology
JF - Journal of Applied Social Psychology
SN - 0021-9029
IS - 5
ER -