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Het effect van HIV/AIDS preventie- en promotieboodschappen: Een empirisch onderzoek in een collectivistische samenleving

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Description

Er wordt erkend dat veel preventiecampagnes tegen hiv/aids in Mozambique hun doel niet hebben bereikt bij het veranderen van het gedrag van mensen op het gebied van condoomgebruik. Een van de redenen hiervoor is dat de boodschappen in die campagnes niet zijn aangepast aan de lokale realiteit en cultuur van de doelgroep. Dit onderzoek wil valideren dat het aanpakken van de culturele oriëntatie van de individuen (in termen van individualisme versus collectivisme oriëntatie) de effectiviteit van de boodschap in termen van attitudes en intenties ten aanzien van het gebruik van condooms verhoogt. Bovendien is het de bedoeling om te onderscheiden welke regulerende focus van de boodschap, tussen preventie en promotie, het meest effectief is in functie van de culturele oriëntatie van de individuen. In feite is er weinig bekend over de wisselwerking tussen deze twee factoren in de effectiviteit van een boodschap in het veranderen van gedrag. Het onderzoek werd uitgevoerd in Mozambique met 145 Mozambikaanse deelnemers. De resultaten laten zien dat de culturele oriëntatie bij het ontwerpen van boodschappen aan de orde moet komen om maximale effectiviteit te bereiken.

Product Specifications

Format
paperback
Domain
Amazon UK
Release Date
29 September 2021
Listed Since
30 September 2021

Barcode

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