Marseille 2007
| Abstract #40 - Condom Purchase Embarrassment in China and South Korea: Coping with It and Its Effects on Condom Use | ||||
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Session: 22.2: Stigma (Parallel) on Monday @ 16.30-18.30 in Auditorium/Overflow Chaired by Heather Worth, Osman Malik Authors: Presenting Author: Prof Gerald Gorn - HKUST, China |
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| Additional Authors: Prof Darren W Dahl, Mr Yuwei Jiang, Ms Sarah Moore, Prof Jongwon Park, Prof Charles B Weinberg, | ||||
| Aim: We study the extent of condom purchase embarrassment in China and South Korea. We examine its impact on condom use and how individuals cope with their embarrassment. We focus on purchase embarrassment since most people who use condoms buy them and our previous studies in North America have shown that purchase embarrassment can have an impact on consistent condom usage. If people do not have condoms they cannot use them, so understanding potential barriers to condom acquisition is critically important. The present research allows for a comparison between two different Asian countries as well as with data from a North American sample we previously collected. We also developed a multi-stage model of the various stages associated with successful condom usage that might involve potential embarrassment. We examined the embarrassment associated with each of the following stages: purchasing, carrying or storing, using, and disposing of condoms. | ||||
| Method / Issue: Paper and pencil surveys were completed in Shanghai, China and Seoul, South Korea. Surveys were translated into Korean and Cantonese and then back-translated into English to ensure consistency between countries. Individuals were intercepted in public and asked if they would like to participate; surveys were completed in a private room. To participate, individuals were required to have had sex, to have previously purchased condoms, to be between 18 and 40 years of age. | ||||
| Results / Comments: It is striking that a similar pattern of results was obtained across these three quite different countries. In both China and South Korea, as well as in Canada, we found that about 60% of participants expressed at least moderate embarrassment associated with purchasing condoms. This is higher than the percentage of individuals reporting embarrassment regarding the use of condoms. Importantly, our results indicated that greater purchase embarrassment is associated with less condom use. Older participants tended to be less embarrassed. In all three countries, more than 90% of all the participants reported using at least one coping strategy to mitigate their purchase embarrassment. A variety of different coping strategies were used. More embarrassed purchasers were more likely to use more active coping strategies (e.g., I go to a store outside my neighborhood). Most participants also reported using some self-assurance strategies (people telling themselves things like I shouldnt be embarrassed because everybody buys condoms, I think positive thoughts about the situation.) | ||||
| Discussion: These results point to the importance and consequences of purchase embarrassment in all three countries. The extent of purchase embarrassment is such that coping strategies are frequently employed. In contrast to the usage situation, which is relatively private, the purchase situation is a much more public event. As such there are many potential sources of embarrassment such as being seen by a friend or having to interact with a cashier or other store employee. Although coping strategies are extensively used, many people are still embarrassed about buying condoms. Reducing the impact of purchase embarrassment would involve both trying to create environments where purchasing is less embarrassing and also normalizing the purchasing of condoms. | ||||
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