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Evaluating Dual Process Decision-Making Along the PrEP Consumer Journey: New Insights for Supporting PrEP Use
Benjamin Lane1, Nadia Nguyen1, Harrison Fillmore2
1Aaron Diamond AIDS Research Center, Columbia University Irving Medical Center, New York, NY, USA.
AIDS and Behavior
|May 27, 2024
Summary
Understanding PrEP decisions requires examining emotional and cognitive factors. This PrEP Consumer Journey model highlights how gay and bisexual men navigate initiating, pausing, or switching HIV pre-exposure prophylaxis.
Area of Science:
- Public Health
- Behavioral Science
- HIV Prevention
Background:
- Emerging Pre-Exposure Prophylaxis (PrEP) modalities necessitate understanding user decision-making processes.
- Current models may not fully capture the nuances of PrEP initiation, continuation, or discontinuation.
Purpose of the Study:
- To develop a consumer-derived PrEP Consumer Journey Model.
- To identify emotional (System 1) and cognitive (System 2) decision-making attributes influencing PrEP use among gay and bisexual men.
Main Methods:
- Qualitative study employing in-depth interviews with 29 gay and bisexual men who have sex with men.
- Application of consumer research principles to map the PrEP Consumer Journey.
- Analysis of System 1 and System 2 attributes at various decision-making touchpoints.
Main Results:
- Emotional attributes (feeling protected, reduced anxiety, pleasure, social norms, health ownership) were key in early stages and post-uptake.
- Cognitive attributes (cost, side effects, dosing, sexual frequency) were crucial during information gathering and when considering changes to PrEP use.
- Distinct decision-making factors influence different stages of the PrEP Consumer Journey.
Conclusions:
- The PrEP Consumer Journey model provides a framework for understanding patient concerns.
- Findings can help healthcare providers offer more supportive and engaging PrEP counseling.
- Tailoring PrEP support based on identified emotional and cognitive drivers can improve adherence and outcomes.
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