Rimal, Brown, Mkandawire, Folda, Bose and Creel identified risk perceptions and efficacy beliefs as the main audience segmentation criteria for the HIV-prevention project in Malawi .  Four subgroups created were responsive (high risk, high efficacy), avoidance (high risk, low efficacy), proactive (low risk, high efficacy) and indifference (low risk, low efficacy). The study found different levels of HIV knowledge, HIV testing and condom use among the four segments. Responsive and proactive groups were most responsive to preventive behaviors whereas avoidance and indifference groups were less inclined to practice preventive behaviors. Audience segmentation could be utilized in Malawi to target different segments with tailored messages in risk perceptions and efficacy beliefs in order to influence them to adopt recommended HIV prevention behaviors.
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