4. The integrative model of behavioral prediction and message-based HIV-prevention

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.