Snyder L B, Rouse R A
Department of Communication Sciences, University of Connecticut, Storrs 06269-1085.
AIDS Educ Prev. 1992 Summer;4(2):143-59.
Since there are many ways to segment an audience into target groups, we suggest that a productive strategy for AIDS education is to divide the audience by their actual and perceived risk. We provide an example in which we segmented an urban U.S. sample and make suggestions as to how messages appropriate for each group can be constructed. In our sample, the "unthreatened" accurately assessed their low risk of AIDS, and showed high knowledge and tolerance rates. The "panicked," who included more women and Hispanics, inaccurately thought themselves at high risk because of misunderstandings about the causes of AIDS, and showed more intolerance of people with AIDS. "Deniers" continued to have multiple sexual partners and take precautions irregularly, despite seeing AIDS as a social problem and having more education and AIDS knowledge. In contrast, "gamblers" recognized their higher risk of AIDS and were most likely to have taken some action, although not enough to prevent sexual transmission of the HIV virus.
由于将受众细分为目标群体有多种方式，我们建议艾滋病教育的一个有效策略是根据受众实际和感知到的风险进行划分。我们提供了一个对美国城市样本进行细分的例子，并就如何构建适合每个群体的信息提出建议。在我们的样本中，“无威胁者”准确评估了他们感染艾滋病的低风险，并表现出较高的知识水平和宽容率。“恐慌者”包括更多女性和西班牙裔，由于对艾滋病病因的误解，错误地认为自己处于高风险中，并且对艾滋病患者表现出更多的不宽容。“否认者”尽管将艾滋病视为一个社会问题，且接受了更多教育并具备更多艾滋病知识，但仍继续有多个性伴侣且不定期采取预防措施。相比之下，“冒险者”认识到自己感染艾滋病的风险较高，并且最有可能已经采取了一些行动，尽管这些行动不足以预防艾滋病毒的性传播。
