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  • Title: Psychographic predictors of risky sexual practice.
    Author: Trigg C, Peterson K, Meekers D.
    Journal: SAfAIDS News; 1997 Dec; 5(4):13-5. PubMed ID: 12222344.
    Abstract:
    A survey conducted in Zimbabwe in 1997 sought to identify the key socioeconomic, demographic, and psychographic determinants of high-risk sexual practices in a national sample of 1987 adult men and women. Specifically, the study developed profiles of the types of persons who were most likely to have more than one sexual partner without using a condom in the 6-12 weeks before the survey, least likely to have used condoms with casual partners, and least likely to have used condoms with steady partners. The factors with the strongest associations with these three indicators of risky sexual practices were excessive consumption of alcohol, history of a sexually transmitted disease (STD), and embarrassment in acquiring condoms. Those who believed that condom users are more likely than nonusers to have an STD were less likely to use condoms, as were respondents who thought it is easy to tell if someone has HIV/AIDS. A significant proportion of respondents felt that condom use with a regular partner or spouse amounts to distrust and indicates adultery. These psychographic factors, which were more salient than any demographic or socioeconomic factors, will be used to identify potential targets for condom marketing in Zimbabwe. For example, IEC campaigns are being designed to communicate that alcohol users have a higher risk of HIV/STDs, that familiarity with condoms engenders trust, and that condom purchase should not be a source of embarrassment.
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