Skip to main content
Article
The Effect of AIDS Awareness on Condom Intention Among Truck Drivers In India: The Role of Beliefs, Feelings and Perceived Vulnerability
Journal of Marketing Communications
  • Arjun Chaudhuri, Fairfield University
  • Ipshita Ray
Document Type
Article
Publication Date
1-1-2004
Disciplines
Abstract
The relationships between certain communication effects were examined in a social marketing context. Data were collected on acquired immune deficiency syndrome (AIDS) awareness, beliefs, negative feelings and perceived vulnerability, the frequency of sexual episodes with sex workers and condom use intention among 250 truck drivers in India. The results indicated that beliefs and feelings mediate the effect of AIDS awareness on condom use intention. Although there was a significant relationship between the frequency of sexual episodes and perceived vulnerability, their effects on condom use intention were non‐significant. However, there was some evidence that the relationship between the frequency of sexual episodes and intention to use a condom was negative. Implications for social marketing communications and future research are discussed.
Comments

Copyright 2004 Journal of Marketing Communications, Taylor & Francis

Published Citation
Chaudhuri, Arjun; Ray, Ipshita. 'The Effect of AIDS Awareness on Condom Intention Among Truck Drivers In India: The Role of Beliefs, Feelings and Perceived Vulnerability.' Journal of Marketing Communications 10.1 (2004): 17-34.
DOI
10.1080/1352726042000207180
None
Peer Reviewed
Citation Information
Arjun Chaudhuri and Ipshita Ray. "The Effect of AIDS Awareness on Condom Intention Among Truck Drivers In India: The Role of Beliefs, Feelings and Perceived Vulnerability" Journal of Marketing Communications Vol. 10 Iss. 1 (2004)
Available at: http://works.bepress.com/arjun_chaudhuri/4/