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Risk avoidance versus risk reduction: a framework and segmentation profile for understanding adolescent sexual
Christopher D Hopkins1, John F Tanner, Mary Anne Raymond
1Department of Marketing, College of Business and Behavioral Science, Clemson University, Clemson, SC 29634-1325, USA. chopkin@clemson.edu
Health Marketing Quarterly
|March 3, 2005
Summary
Teen sexual behavior is categorized to improve abstinence and risk reduction campaigns. Understanding teen choices between planned vs. spontaneous sex and commitment vs. default abstinence is key.
Area of Science:
- Public Health
- Social Marketing
- Adolescent Health
Background:
- The U.S. teen birthrate is double that of other industrialized nations.
- U.S. adolescents face high risks for HIV/AIDS and other STDs.
- Policy shifted from risk reduction to risk avoidance for teen sexual health.
Purpose of the Study:
- To propose a framework distinguishing spontaneous vs. planned sexual activity.
- To differentiate commitment to abstinence vs. abstinence by default.
- To classify teens into behavior segments for targeted interventions.
Main Methods:
- Classified teens into three behavior segments: abstemious, promiscuous, and monogamous.
- Assessed differences in attitudes and perceptions within these segments.
- Examined views on abstinence, sexual activity, contraception, fear, and norms.
Main Results:
- Identified distinct attitudes and perceptions among abstemious, promiscuous, and monogamous teens.
- Highlighted differences in how teens approach sexual decision-making.
- Provided insights into factors influencing teen sexual behavior.
Conclusions:
- The study's framework aids in developing more effective sexual health campaigns.
- Findings have implications for social marketing, public policy, and marketing theory.
- Understanding teen behavior segments is crucial for public health initiatives.