Lutete Christian Ayikwa

Theory of planned behaviour and the effects of social marketing factors on sexual behaviours in South Africa Lutete Christian Ayikwa

In this book entitled "Theory of Planned Behaviour and the effects of Social Marketing Factors on Sexual Behaviours in South Africa", the author tested and validated three newly developed models in a context of HIV/AIDS that incorporate Social Marketing Behavioural incentives identified by Professor De Jager and himself, alongside the traditional Theory of Planned Behaviour's components. The objectives pursued to integrate the aforementioned variables to slow the spread of the disease through promoting Abstinence, faithfulness to one partner and condom use during sexual intercourses were achieved using Structural Equation Modelling techniques. The validated models will serve as crucial instruments in the designing of effective HIV/AIDS prevention programmes.