Who Cares What Others Think? the Indirect Effect of Others' Attitudes on Condom Use Intentions

ABSTRACT. Objectives: Perceived norms and attitudes are generally theorized to independently influence intentions to engage in health behaviors. However, these two constructs may be interrelated and result in a more complex association with behavioral intentions. Perceived norms may also take an indirect path by influencing individuals' attitudes, which guide intentions and behavior. The current studies sought to determine whether males' and females' attitudes toward condom use mediate the relation between perceived norms (i.e., perceptions of the opposite sex's attitude toward condom use) and condom use behavioral intentions. Methods: Two studies (N = 462 and N = 190, respectively) were conducted in which male and female college students completed questionnaires about their attitudes toward condom use, condom use intentions, condom use preparatory behavior, and perceptions of the opposite sex's condom use. Regression analyses with bootstrapping were conducted to test the proposed mediation model. Results: Across both studies, the proposed mediation model was supported, such that participants' attitudes toward using condoms fully mediated the relations between perceptions of the opposite sex's attitudes and condom use intentions and preparatory behaviors. Conclusions: These findings are discussed with regard to HIV-prevention efforts targeted toward changing perceived norms in both sexes.