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.
Available at: http://works.bepress.com/arjun_chaudhuri/4/