Condom Embarrassment: Coping and Consequences for Condom Use in Three Countries

AIDS Care, 2008, 20(5) 553-559

Posted: 9 Mar 2014

See all articles by Sarah Moore

Sarah Moore

University of Alberta - Department of Marketing, Business Economics & Law

Darren W. Dahl

University of British Columbia (UBC) - Sauder School of Business

Gerald J. Gorn

Hong Kong Polytechnic University - Faculty of Business

Charles Weinberg

University of British Columbia (UBC)

Jongwon Park

Korea University Business School

Yuwei Jiang

Hong Kong Polytechnic University

Date Written: March 8, 2014

Abstract

This study investigates embarrassment related to condom purchase, carrying, storage, use, and disposal in three countries. We identify the consequences of purchase embarrassment for condom use and explore strategies that individuals use to cope with purchase-related embarrassment. Surveys were distributed in Shanghai, China and Seoul, Republic of Korea based on a survey developed and previously distributed in Vancouver, Canada. Despite different levels of development and differences in attitudes and policies toward sexuality in these countries, we find remarkably similar results. In all three countries, condom-related embarrassment extends beyond condom use to pre- and post-use situations. The embarrassment associated with purchasing condoms exceeds that of using condoms, and purchase-related condom embarrassment significantly and negatively impacts the frequency of condom use. Individuals use multiple coping strategies to combat purchase-related embarrassment until this embarrassment decreases with age and experience, and coping strategies are no longer needed to enable condom purchase. In short, embarrassment associated with condoms goes beyond embarrassment about condom use. Purchase-related embarrassment and the strategies individuals use to cope with this embarrassment must be considered in order to promote consistent condom use and improve sexual and reproductive health worldwide.

Keywords: Condoms, Acquisition, AIDS, Embarrassment, Coping, Sexcual Behavior

Suggested Citation

Moore, Sarah and Dahl, Darren W. and Gorn, Gerald J. and Weinberg, Charles and Park, Jongwon and Jiang, Yuwei, Condom Embarrassment: Coping and Consequences for Condom Use in Three Countries (March 8, 2014). AIDS Care, 2008, 20(5) 553-559, Available at SSRN: https://ssrn.com/abstract=2406386

Sarah Moore

University of Alberta - Department of Marketing, Business Economics & Law ( email )

Edmonton, Alberta T6G 2R6
Canada

Darren W. Dahl (Contact Author)

University of British Columbia (UBC) - Sauder School of Business ( email )

2053 Main Mall
Vancouver, BC V6T 1Z2
Canada
604-822-8346 (Phone)

Gerald J. Gorn

Hong Kong Polytechnic University - Faculty of Business ( email )

9/F, Li Ka Shing Tower
The Hong Kong Polytechnic University
Hong Kong, Hung Hom, Kowloon M923
China

Charles Weinberg

University of British Columbia (UBC) ( email )

2329 West Mall
Vancouver, British Columbia BC V6T 1Z4
Canada

Jongwon Park

Korea University Business School ( email )

Anam-Dong, Seongbuk-Gu
Seoul 136-701, 136701
Korea
822-3290-1936 (Phone)

HOME PAGE: http://www.bestmarketing.org

Yuwei Jiang

Hong Kong Polytechnic University ( email )

Hong Kong
China

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