Targeting Dis-Identification Strategies With Consumer Communications: the Case of Sexual Health Risk in Men Who Have Covert Sex With Men (Mcsm)

David Rowe, Open University,UK
Shona Bettany, University of Westminster, UK
in this paper we address the research question of how to target sexual-health related marketing communications and services to men engaged in covert sexual activity with men (MCSM) through the development of an understanding of the risk assessment process within this diverse and challenging sub-cultural group.
[ to cite ]:
David Rowe and Shona Bettany (2014) ,"Targeting Dis-Identification Strategies With Consumer Communications: the Case of Sexual Health Risk in Men Who Have Covert Sex With Men (Mcsm)", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 658-659.