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• W159902989 abstract "The authors examine respondents' potential reactions to the suggestion of condom usage by and to their sex partner. Results indicate that when a sex partner suggests condom use, individuals may react with a feeling of shared responsibility and/or look favorably upon the suggesting partner. In contrast, persons who suggest condom usage may be questioning their partner's past and envisioning a short-term relationship. The effects of individual-difference variables on feelings about condom usage are described and implications for marketing are delineated.This marketing study of the barriers to condom use with 1st time sex partners explores the potential conflict between the need for protection from AIDs and pseudotrust between 1st time sex partners. Another objective was to examine the effects of factors such as knowledge of condoms, usage rates, sex, and number of sex partners on feelings about condoms. The survey population was comprised of 115 marketing students (59 males and 56 females) from a northeastern university. The mean number of sex partners was 2.2. 94.8% were sexually active and 48.7% had more than 1 sex partner in the last year. Data collection methods are provided. The results of the 1st open-ended question on how a respondent might feel if a 1st time sex partner suggested condom use were 39.1% positive, 30.5% negative, and 25.2% neutral. Data were also coded following Ozanne and Hudson's schema of Denzin's comprehensive theory of emotion in the interpretivist tradition. Categories were developed independently by 2 researchers and modified after half the questionnaires had been coded. More detailed results were that negative feelings at the partner's request were attributed to embarrassment in 48.5% of the cases, and 54.3% of respondent's own request were due to embarrassment. Other possible responses include awkwardness, loss of sexual desire, fear, or other. Positive feelings at the partner's request were considered as safe or request. Other responses included a general elevation in mood, feeling turned on sexually. The flip side of the 1st question was also asked: how would you feel if you asked a 1st time sex partner to use a condom during sex? Feelings were equally positive and negative about the physical reaction, but felt overwhelming positive toward themselves (76.5%). 96.5% of all respondents used condoms to protest against STDs. Use patterns were low at 63.5% using condoms half the time or not at all. The authors conclude that the majority (more women and heavy users) fell shared responsibility and positive feelings upon suggesting condom use. Those suggesting are also implying concern about their partner's sexual history and envision a short term relationship. The marketing advice is to aim for slice of life ads containing frank discussions and shared responsibility." @default.
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• W159902989 date "1990-03-01" @default.
• W159902989 modified "2023-09-23" @default.
• W159902989 title "Using condoms in the age of AIDS: a phenomenological study with marketing implications." @default.
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