Marketing the HIV Test to MSM: Ethnic Differences in Preferred Venues and Sources

Julia Lechuga, Jill T. Owczarzak, Andrew E. Petroll

Research output: Contribution to journalArticle

Abstract

Lack of awareness of HIV status is associated with an increased likelihood of HIV transmission. We surveyed 633 men who have sex with men (MSM) from diverse ethnic groups recruited from a variety of community venues in a U.S. Midwestern city with rising HIV infection rates. Our first aim was to describe patterns of sexual risk, annual HIV testing frequency, and venues where information about HIV and HIV testing could be disseminated to inner-city MSM. Our second aim was to identify preferred sources to receive information about HIV testing and determine whether these preferences differed by ethnic background. Results indicated that despite similar proportions of high-sexual risk behaviors, compared with African American and Latino MSM, smaller proportions of non-Hispanic White MSM had received an HIV test in the last 12 months. Despite ethnic differences in health care access, a physician's office was the most common HIV testing site. Overall, a majority conveyed a preference to see advertisements in mainstream media outlets. However, when preferences were stratified by ethnicity, African American MSM were the least likely to prefer receiving information from mainstream media and conveyed a stronger preference to receive information from authority figures than non-Hispanic White and Hispanic MSM.

Original languageEnglish (US)
Pages (from-to)433-440
Number of pages8
JournalHealth promotion practice
Volume14
Issue number3
DOIs
StatePublished - May 2013
Externally publishedYes

Keywords

  • MSM
  • ethnic preferences
  • marketing HIV testing

ASJC Scopus subject areas

  • Public Health, Environmental and Occupational Health
  • Nursing (miscellaneous)

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