An Exploration of the Relationship between AIDS-Related Anxiety and the Evaluation of Condom Advertisements

Abstract

This research investigated the relationship between AIDS-related anxiety and the evaluation of condom advertisements. Data suggest that subjects' attitudes toward condom ads and brands may have been the product of different causes of state anxiety. Attitudes toward the condom ads may have been based on a subject's level of anxiety concerning the spread of AIDS in society. However, attitudes towards the condom brands may have been based on the extent of personal threat from infection through sexual contact. Also, data show that subjects held more positive attitudes for the moderate-fear appeal than the high-fear and non-/ear appeals. Implications for advertisers marketing controversial products to help consumers cope with major social problems are provided.