Marketing for AIDS prevention: What gay men's autobiographical life histories tell us about the role of altruism and the moral norm

Cost of HIV/AIDS to Australian society is high and increasing. The need; increase adherence to behaviours that prevent transmission of the HIV virus to gay men, the most at-risk population. Sixteen gay men from the Melbourne gay milieu provided their autobiographical life histories. Analysis identified how they initially form and then maintain their attitudes towards preventative behaviours. Additionally, they held a moral norm enabling them to behave altruistically to achieve values important to them. Contribution to society; models identified that provide managerial direction for the design of promotions for preventative behaviours. Recommendations follow for further research and trials of promotional concepts.