Using condoms in the age of AIDS: a phenomenological study with marketing implications.

The authors examine respondents' potential reactions to the suggestion of condom usage by and to their sex partner. Results indicate that when a sex partner suggests condom use, individuals may react with a feeling of shared responsibility and/or look favorably upon the suggesting partner. In contrast, persons who suggest condom usage may be questioning their partner's past and envisioning a short-term relationship. The effects of individual-difference variables on feelings about condom usage are described and implications for marketing are delineated.