The Effect of AIDS Awareness on Condom Intention Among Truck Drivers In India: The Role of Beliefs, Feelings and Perceived Vulnerability

Document Type

Article

Publication Date

2004

Abstract

The relationships between certain communication effects were examined in a social marketing context. Data were collected on acquired immune deficiency syndrome (AIDS) awareness, beliefs, negative feelings and perceived vulnerability, the frequency of sexual episodes with sex workers and condom use intention among 250 truck drivers in India. The results indicated that beliefs and feelings mediate the effect of AIDS awareness on condom use intention. Although there was a significant relationship between the frequency of sexual episodes and perceived vulnerability, their effects on condom use intention were non‐significant. However, there was some evidence that the relationship between the frequency of sexual episodes and intention to use a condom was negative. Implications for social marketing communications and future research are discussed.

Comments

Copyright 2004 Journal of Marketing Communications, Taylor & Francis

Publication Title

Journal of Marketing Communications

Published Citation

Chaudhuri, Arjun; Ray, Ipshita. 'The Effect of AIDS Awareness on Condom Intention Among Truck Drivers In India: The Role of Beliefs, Feelings and Perceived Vulnerability.' Journal of Marketing Communications 10.1 (2004): 17-34.

DOI

10.1080/1352726042000207180

Peer Reviewed

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