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Framing HIV Pre-Exposure Prophylaxis (PrEP) for the General Public: How Inclusive Messaging May Prevent Prejudice from Diminishing Public Support

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Abstract

Strategic framing of public messages about HIV pre-exposure prophylaxis (PrEP) may influence public support for policies and programs affecting access. This survey study examined how public attitudes toward PrEP differed based on the social group PrEP was described as benefiting (“beneficiary”) and the moderating effect of prejudice. Members of the general public (n = 154) recruited online were randomly assigned to three beneficiary conditions: general population, gay men, or Black gay men. All participants received identical PrEP background information before completing measures of PrEP attitudes (specifying beneficiary), racism, and heterosexism. Despite anticipating greater PrEP adherence among gay men and Black gay men and perceiving PrEP as especially beneficial to the latter, participants expressed lower support for policies/programs making PrEP affordable for these groups vs. the general population. This disparity in support was stronger among participants reporting greater prejudice. Inclusive framing of PrEP in public discourse may prevent prejudice from undermining implementation efforts.

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Notes

  1. Within our sample, participants recruited via Amazon’s Mechanical Turk compared to those recruited via the Yale School of Management eLab did not significantly differ in terms of age, ethnicity, race, sexual orientation, or education. The only significant sociodemographic difference identified was with regard to gender, with a greater proportion of Mechanical Turk participants than eLab participants being male [55 vs. 29 %, respectively, χ2(1) = 9.73, p < .01]. Gender was adjusted for in all primary and post hoc analyses.

  2. We repeated these tests using non-parametric tests (Mann–Whitney U and Fisher’s exact tests) given the small size of the attention/manipulation check failure group, yielding the same results.

  3. The other significant disparities in PrEP attitudes by PrEP beneficiary group involving (a) perceived community benefit/support for access and (b) predicted adherence, which had been identified via ANCOVA analyses, were opposite to our hypotheses, favoring gay men and Black gay men over the general population. We nonetheless tested condition × racism, condition × heterosexism, and condition × racism × heterosexism interactions relative to both outcomes as planned a priori. No significant interactions were found for either outcome for gay men vs. the general population or for Black gay men vs. the general population (ps > .05).

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Acknowledgments

This research was supported by Award Numbers K01-MH103080 and P30-MH062294 from the National Institute of Mental Health (NIMH) and the Yale University Fund for Lesbian and Gay Studies Award. Kristen Underhill and Douglas S. Krakower were supported by NIMH Award Numbers K01-MH093273 and K23-MH098795, respectively. Valerie A. Earnshaw was supported by the Agency for Healthcare Research and Quality (AHRQ) Award Number K12-HS022986. Mentorship was received from the Social and Behavioral Sciences Research Network (SBSRN) of the National Institutes of Health Centers for AIDS Research (2013 SBSRN National Scientific Meeting Mentoring Day) and P30-AI060354. The content of this article is solely the responsibility of the authors and does not necessarily represent the official views of the NIMH, the SBSRN, the National Institutes of Health, the AHRQ, or Yale Lesbian and Gay Studies. The authors wish to thank Valen Grandelski for programming the survey, Suzanne Horowitz for her technical assistance on the survey, and Adam Eldahan for his support with reference management software and proofreading. The authors are also grateful to the individuals who generously contributed their time and effort by participating in this study.

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Calabrese, S.K., Underhill, K., Earnshaw, V.A. et al. Framing HIV Pre-Exposure Prophylaxis (PrEP) for the General Public: How Inclusive Messaging May Prevent Prejudice from Diminishing Public Support. AIDS Behav 20, 1499–1513 (2016). https://doi.org/10.1007/s10461-016-1318-9

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