RISK PERCEPTION OF SEXUALLY TRANSMITTED INFECTIONS: TESTING DIFFERENT RISK-COMMUNICATION STRATEGIES

Introduction & Objectives: This study assessed before whether a match between the orientation of an individual (promotion vs. prevention) and the type of communication message (fit vs. unfit) leads to higher or lower risk perception (RP) of contracting sexually transmitted infections (STIs). The study moreover explored what kind of message-framing (prevention vs. promotion) is more persuasive in increasing STIs RP. Finally, potential associations between the regulatory orientation, obsessive-compulsive tendencies and the STIs RP were investigated. Method & sample: The study employed a 2 (promotion vs. prevention) x 2 (fit vs. unfit) between-subjects factorial design. A sample of 547 Italian young adults (425 females and 122 males) participated in the compilation of an anonymous questionnaire in which, randomly, they were assigned to the promotion or prevention condition: the participants read a flyer containing a message frame that fitted or did not fit their previous condition (promotion vs. prevention). Subsequently, participants were asked to answer questions about their RP of contracting STIs. After 1 month, 121 participants were given an anonymous questionnaire to evaluate obsessive-compulsive tendencies. Results: The study revealed no significant difference in the persuasive efficacy between fit vs. unfit conditions on the RP of STIs [F(3 499)=1.61, p=.18, η2p=.010]. However, the prevention group showed a greater RP of STIs (M=1.71, SD=.85) than the promotion one (M=1.58, SD=.73). Furthermore, no association between the regulatory orientation and obsessive-compulsive tendencies was found (sufficient control over the mental activity [t(54)=.91, p=.36]; behavioral control [t(54)=-.88, p=.38]; impulsivity control [t(54)=.003, p=.99]; contamination [t(54)=-1.93, p=.059]). Conclusions & recommendations: The findings would suggest that an effective public sexual health campaign should rely on prevention-frame messages in motivating people to engage in healthy sexual behaviors.