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- W1569113317 abstract "AIDS is a serious problem and college students are particularly at risk of contracting HIV/AIDS. The National Commission on AIDS, the Center for Disease Control (CDC), and the Surgeon General have placed a priority on adolescents as an important target for HIV/AIDS Communications (Frankenberger and Sukhdial 1994). However, mass media attempts have largely used an undifferentiated approach to communicating the AIDS message. These attempts have also been ineffective in changing behavior. A survey of male and female college students found gender differences in AIDS knowledge, attitudes and behavior. Fundamental gender differences uncovered in AIDS related knowledge, attitudes, and behavior suggest that communications tailored to the specific needs of male and female college students would be more effective. The implications of these findings for marketing the AIDS message to college students are discussed." @default.
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- W1569113317 date "1996-11-01" @default.
- W1569113317 modified "2023-10-17" @default.
- W1569113317 title "Marketing the AIDS Message to College Students:" @default.
- W1569113317 doi "https://doi.org/10.1300/j054v04n03_04" @default.
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