The integrative model of behavioral prediction and message-based HIV prevention: Optimizing documents in South African health commu

This chapter demonstrates the usefulness of an integrative model of behavioral prediction (IM) for the design of culturally appropriate HIV interventions. The argument builds on three discussions: a delineation of the specific intervention design questions that the IM can address, an illustrative analysis of the types of interventions that are required as a function of the population's location on an intention - behavior continuum, and lastly, a response to a pervasive concern about the applicability of the IM to non-Western cultures. The chapter's unifying contention is that the IM is a useful tool for the design of culturally appropriate HIV interventions because it explains behavior as a function of the unique cultural background of the target population.