Rajiv N. Rimal|J. Howard Brown|Glory Mkandawire|Lisa Folda|Kirsten Böse|Alisha H. Creel
Audience Segmentation as a Social-Marketing Tool in Health Promotion: Use of the Risk Perception Attitude Framework in HIV Prevention in Malawi
Uniformed Services University of the Health Sciences|Johns Hopkins University|Uniformed Services University of the Health Sciences|Johns Hopkins University|Uniformed Services University of the Health Sciences|Johns Hopkins University|Uniformed Services University of the Health Sciences|Johns Hopkins University|Uniformed Services University of the Health Sciences|Johns Hopkins University|Uniformed Services University of the Health Sciences|Johns Hopkins University
objectives sought determine whether individuals risk perceptions efficacy beliefs could used meaningfully segment audiences assist interventions seek change hivrelated behaviors methods householdlevel survey individuals n 968 conducted 4 districts malawi basis responses perceptions risk beliefs personal efficacy used cluster analysis create 4 groups within risk perception attitude framework responsive high risk strong efficacy avoidance high risk weak efficacy proactive low risk strong efficacy indifference low risk weak efficacy ran analysis covariance models controlling known predictors determine membership risk perception attitude framework groups would affect knowledge hiv hivtesting uptake condom use results significant association found membership 1 4 risk perception attitude framework groups 3 study variables interest knowledge hiv f 8 956 2077 p lt 001 hiv testing uptake f 8 952 1091 p lt 001 condom use f 8 885 2959 p lt 001 conclusions risk perception attitude framework serve theoretically sound audience segmentation technique used determine whether messages augment perceptions risk beliefs personal efficacy