Although researchers have identified factors associated with increased condom use, STI prevalence rates are still high, and condom use rates are still low. Various advertising techniques have been implemented to increase condom use, but these techniques are largely self-focused. Based on research in exercise adherence and cognitive interdependence, this study used advertisements targeting social ties to increase condom use. One hundred forty-seven Illinois Wesleyan University students viewed one of six critical advertisements--a self-focused condom advertisement, a relationship-focused condom advertisement, a friendship-focused condom advertisement, a self-focused sunscreen advertisement, a relationship-focused sunscreen advertisement, or a friendship-focused sunscreen advertisement. Participants then completed measures regarding their critical product-related attitudes, intentions, motivations, and willingness. Results indicated that the social-tie condom advertisements increased motivation and willingness to use condoms more than comparable social-tie sunscreen advertisements increased motivation and willingness to use sunscreen. This suggests that social-tie condom advertisements could increase condom use, especially during impulsive sexual interactions.
Richardson '08, Marylee, "Increasing Condom-Related Behavioral Intentions, Motivation, and Willingness via Social Ties in Advertisements" (2008). Honors Projects. 121.