The Effects of Delivery Modes of HIV/AIDS Advertisements on Behavioral Change in Young Women.

摘要

Young women and men are at a higher risk for contracting human immunodeficiency virus (HIV) and acquired immunodeficiency syndrome (AIDS) due to risky sexual behavior and the biological risk associated with females. The purpose of this study was to assess the impact of an HIV prevention video in realistic and character-animated delivery modes on college student attitudes and behavioral intentions toward condom use and HIV testing. The study implemented a pretest/posttest group design. The Extended Parallel Process Model (EPPM) guided the study to examine fear control and danger control responses. Students in the realistic treatment group showed a positive change in attitudes on response efficacy regarding condom use and intentions to test for HIV. Students who viewed the character-animated video showed consistent changes throughout in attitudes (response and self-efficacy) and intentions toward condom use and HIV testing. Male students were more inclined to use condoms than females after viewing a video. While both females and males identified with video characters of like gender, gender and treatment group type had no interaction effect. This study suggests that although there were no significant differences in the amount of change between groups, a brief video intervention can influence college students' attitudes and intentions toward using condoms and HIV testing. Future research is necessary to understand whether the differences between treatment groups are due to the video content or other motivational factors.