Understanding Risk Taking and Protection Intentions Among Youth

This paper proposes a conceptual framework based on the Protection Motivation Theory (Rogers 1983), and also incorporates personality variables, knowledge about AIDS and religious orientation. This framework is empirically tested in the Singapore context to explain protection intentions among Singaporean youth. Results showed that for respondents who “Keep to One Partner”, the factors affecting AIDS protection intentions include Risk Taking, Perceived Severity, Perceived Vulnerability and Religious Orientation. In contrast, the drivers for the intention to use condoms included Risk Taking, Impulsivity, Perceived Vulnerability, Response Efficacy, Self-Efficacy and Religious Orientation. Implications for policy markers and future research are also suggested.


May Lwin and Siok Kuan Tambyah (2006) ,"Understanding Risk Taking and Protection Intentions Among Youth", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 181-183.


May Lwin, Nanyang Technological University, Singapore
Siok Kuan Tambyah, National University of Singapore, Singapore


AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006

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