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Condom embarrassment: coping and consequences for condom use in three countries.

Sarah G Moore1, Darren W Dahl, Gerald J Gorn

  • 1Marketing, Duke University, Durham, USA.

AIDS Care
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Summary

Embarrassment about buying condoms, not just using them, significantly reduces condom use frequency. This issue is similar across China, South Korea, and Canada, requiring targeted strategies for better sexual health.

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Area of Science:

  • Public Health
  • Sexual Health
  • Social Science

Background:

  • Condom use is crucial for preventing unintended pregnancies and sexually transmitted infections.
  • Embarrassment associated with condoms can be a barrier to consistent and correct use.
  • Previous research has explored condom use, but less is known about the broader spectrum of embarrassment.

Purpose of the Study:

  • To investigate embarrassment related to all stages of condom management (purchase, carrying, storage, use, disposal).
  • To identify the impact of purchase-related embarrassment on condom use frequency.
  • To explore coping strategies employed by individuals to manage purchase-related embarrassment.

Main Methods:

  • Cross-cultural survey research conducted in Shanghai, China; Seoul, Republic of Korea; and Vancouver, Canada.
  • Utilized a survey instrument adapted from previous research.
  • Analyzed data to compare experiences and identify common themes.

Main Results:

  • Condom-related embarrassment extends beyond use to pre- and post-use situations across all three countries.
  • Embarrassment during condom purchase was greater than during condom use.
  • Purchase-related embarrassment significantly and negatively impacted condom use frequency.

Conclusions:

  • Condom purchase embarrassment is a critical factor affecting consistent condom use.
  • Coping strategies are employed to overcome purchase embarrassment, which tends to decrease with age and experience.
  • Addressing purchase-related embarrassment is essential for promoting consistent condom use and improving global sexual and reproductive health.