| Abstract: | The effects of message fear arousal, fear of AIDS, and gender on attitudinal responses to condom advertisements were tested in a laboratory experiment. Ninety-five male and 96 female college students, previously assessed for fear of getting AIDS, rated the effectiveness of 1 of 4 high-fear or 4 low-fear condom ads in motivating them to buy the product. Contrary to prediction, the high-fear condom ads did not significantly differ from low-fear ads in effectiveness. The prediction that subjects' fear of AIDS would interact with ad fear level was also not supported. However, subjects with a high fear of getting AIDS viewed ads as more effective than did low-fear subjects. As predicted, male subjects viewed ads as more effective than did women. Results support the health belief model's tenet that a sense of vulnerability facilitates acceptance of a message. Implications of the results for condom use promotion in AIDS prevention materials are discussed. |
