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

Kathleen C. Mc Culloch, Dolores Albarracín, Marta R. Durantini

Research output: Contribution to journalArticle

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.

Original languageEnglish (US)
Pages (from-to)1211-1229
Number of pages19
JournalJournal of Applied Social Psychology
Volume38
Issue number5
DOIs
StatePublished - May 1 2008

ASJC Scopus subject areas

  • Social Psychology

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