Title

The Ability of the AIDS Quilt to Motivate Information Seeking, Personal Discussion, and Preventative Behavior as a Health Communication Intervention

Publication Date

2000

Document Type

Article

Abstract

A Solomon 4-group-design-style field experiment examined the ability of the NAMES Project Foundation's AIDS Memorial Quilt (AIDS Quilt) to motivate information seeking, personal discussion, and behavioral outcomes among those who viewed it. Results indicate that the AIDS Quilt intervention explained significant differences in information-seeking motivations and information-seeking behavior. Information-seeking motivation positively predicted actual information-seeking behavior, which in turn predicted increased discussion and decreased risky behavior. Information-seeking motivation in itself did not predict discussion or behavior. The results suggest that campaigns designed primarily to increase information-seeking motivation can result in desired behavioral outcomes.

Publication Title

Health Communication

Volume

12

Issue

3

First Page

301

Last Page

316

DOI

10.1207/S15327027HC1203_05

Version

pre-print, post-print (with 18 month embargo)

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