Altering sexual prototypes via prevalence information: an experimental analogue to a sexual intervention program
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Abstract
Past research has established that the images or prototypes that people hold of the type of person who engages in risk behaviors influence their actions (Gibbons & Gerrard, 1995; in press). However, to date, no experimental studies have been conducted to determine if these images can be altered, and, if so, what effect this has on individuals' behavioral intentions (BI) and behavioral willingness (BW) to engage in risk behaviors. The current study was designed to attempt to modify images of the type of person who uses a condom (condom user (CU) prototype) and of the person who has multiple sexual partners (casual sex (CS) prototype) by providing information about prevalence rates of these behaviors. Participants first completed measures of their sexual cognitions at the beginning of the semester, and were then recruited to participate in an experimental session. Specifically, 230 female undergraduates were assigned to one of three prevalence information manipulations: an anecdotal audio tape condition (a fictitious tape consisting of five female undergraduates discussing their sexual attitudes and behaviors), a statistical audio tape condition (an announcer reading summary statistics of campus sexual attitudes and behaviors), or a control condition (no audio tape). It was predicted that anecdotal information would have a greater impact on prototypes, BW, and BI than would statistical prevalence information. Moreover, it was predicted that self-esteem and sexual risk behaviors (e.g., lack of condom use, multiple partners) would moderate change in prototypes, BI, and BW. Results indicated that the prototypes were malleable. Specifically, the CU prototype tended to become more favorable over time and the CS prototype showed a decline in favorability from the beginning of the semester to the experimental session. No main effect for type of prevalence information (anecdotal versus statistical) was detected. Self-esteem and sexual risk levels did moderate the change in prototypes and BW as expected. Future directions, theoretical connections, and implications for sexual interventions are discussed.