Rimal Rajiv N, Brown Jane, Mkandawire Glory, Folda Lisa, Böse Kirsten, Creel Alisha H
Center for Communication Program, Johns Hopkins Bloomberg School of Public Health, Johns Hopkins University, Department of Health, Behavior & Society, 624 N. Broadway, No. 739, Baltimore, MD 21205, USA.
Am J Public Health. 2009 Dec;99(12):2224-9. doi: 10.2105/AJPH.2008.155234. Epub 2009 Oct 15.
We sought to determine whether individuals' risk perceptions and efficacy beliefs could be used to meaningfully segment audiences to assist interventions that seek to change HIV-related behaviors.
A household-level survey of individuals (N=968) was conducted in 4 districts in Malawi. On the basis of responses about perceptions of risk and beliefs about personal efficacy, we used cluster analysis to create 4 groups within the risk perception attitude framework: responsive (high risk, strong efficacy), avoidance (high risk, weak efficacy), proactive (low risk, strong efficacy), and indifference (low risk, weak efficacy). We ran analysis of covariance models (controlling for known predictors) to determine how membership in the risk perception attitude framework groups would affect knowledge about HIV, HIV-testing uptake, and condom use.
A significant association was found between membership in 1 or more of the 4 risk perception attitude framework groups and the 3 study variables of interest: knowledge about HIV (F8, 956=20.77; P<.001), HIV testing uptake (F8, 952=10.91; P<.001), and condom use (F8, 885=29.59; P<.001).
The risk perception attitude framework can serve as a theoretically sound audience segmentation technique that can be used to determine whether messages should augment perceptions of risk, beliefs about personal efficacy, or both.
我们试图确定个人的风险认知和效能信念是否可用于有意义地细分受众，以协助旨在改变与艾滋病毒相关行为的干预措施。
在马拉维的4个地区对个人（N = 968）进行了家庭层面的调查。基于对风险认知和个人效能信念的回答，我们在风险认知态度框架内使用聚类分析创建了4组：响应型（高风险，高效能）、回避型（高风险，低效能）、主动型（低风险，高效能）和冷漠型（低风险，低效能）。我们运行协方差分析模型（控制已知预测因素），以确定风险认知态度框架组的成员身份如何影响艾滋病毒知识、艾滋病毒检测接受情况和避孕套使用情况。
在4个风险认知态度框架组中的1个或多个组的成员身份与3个感兴趣的研究变量之间发现了显著关联：艾滋病毒知识（F8, 956 = 20.77；P <.001）、艾滋病毒检测接受情况（F8, 952 = 10.91；P <.001）和避孕套使用情况（F8, 885 = 29.59；P <.001）。
风险认知态度框架可作为一种理论上合理的受众细分技术，可用于确定信息是否应增强风险认知、个人效能信念或两者。
