Faculty of Medicine, Dentistry and Health Sciences, University of Melbourne, Melbourne, Vic., Australia.
Warwick Business School, Coventry, UK.
Sex Health. 2023 Apr;20(2):173-176. doi: 10.1071/SH22113.
This study explores the potential for behavioural economics techniques called 'nudges' to encourage the use of HIV pre-exposure prophylaxis (PrEP) by overseas-born men who have sex with men (MSM) in Australia. We investigated the preferences of overseas-born MSM for different nudges and the effect of nudges on reported likelihood of seeking information about PrEP.
We conducted an online survey of overseas-born MSM, in which they were asked: (1) how likely they and a relevant friend would be to click on PrEP advertisements that used behavioural economics strategies; and (2) what they most and least liked about each ad. We conducted ordered logistic regression of reported likelihood scores against participant age and sexual orientation, use of a model in an advertisement, use of statistics about PrEP, reference to the World Health Organization (WHO), rewards for seeking further information, and use of a call-to-action.
Participants (n =324) reported higher likelihoods of clicking on advertisements with images of people, statistics about PrEP, rewards for seeking further information, and calls-to-action. They reported lower likelihoods of clicking on advertisements referencing the WHO. They had negative emotional responses to sexualised humour, gambling metaphors, and the slogan 'Live Fearlessly'.
Overseas-born MSM prefer public health messages that feature representative messengers and statistics about PrEP. These preferences are consistent with previous data on descriptive norms (i.e. statistics about the number of peers doing the desired behaviour) and gain-framed information (i.e. focusing on what can be gained from an intervention).
本研究探讨了行为经济学技术“推动”的潜力，以鼓励在澳大利亚的海外出生的男男性行为者（MSM）使用艾滋病毒暴露前预防（PrEP）。我们调查了海外出生的 MSM 对不同推动因素的偏好，以及推动因素对报告的寻求 PrEP 信息的可能性的影响。
我们对海外出生的 MSM 进行了在线调查，询问他们：（1）他们自己和一位相关朋友点击使用行为经济学策略的 PrEP 广告的可能性有多大；（2）他们对每个广告最不喜欢的是什么。我们对报告的可能性得分进行了有序逻辑回归分析，以对抗参与者的年龄和性取向、广告中使用的模型、PrEP 的统计数据、参考世界卫生组织（WHO）、寻求进一步信息的奖励以及使用行动呼吁。
参与者（n=324）报告说，他们更有可能点击有人们的图像、PrEP 统计数据、寻求进一步信息的奖励和行动呼吁的广告。他们报告说，点击提到世界卫生组织的广告的可能性较低。他们对性化幽默、赌博隐喻和“无畏生活”的口号有负面的情绪反应。
海外出生的 MSM 更喜欢有代表性的消息传递者和 PrEP 统计数据的公共卫生信息。这些偏好与以前关于描述性规范（即关于同伴实施所需行为的数量的统计数据）和收益框架信息（即关注从干预中可以获得什么）的数据一致。
