THE EFFECTS OF FEAR OF AIDS AND GENDER ON RESPONSES TO FEAR-AROUSING CONDOM ADVERTISEMENTS

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. Copyright © 1990, Wiley Blackwell. All rights reserved