Targeting the audience for AIDS messages by actual and perceived risk.

@article{Snyder1992TargetingTA,
  title={Targeting the audience for AIDS messages by actual and perceived risk.},
  author={Leslie B. Snyder and Ruby A. Rouse},
  journal={AIDS education and prevention : official publication of the International Society for AIDS Education},
  year={1992},
  volume={4 2},
  pages={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… CONTINUE READING