| 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. |
