In Fall 1990, a knowledge, attitude, belief, and practices (KABP) survey was administered to a representative sample of residents of St. Vincent and the Grenadines, an island nation in the Eastern Caribbean. The KABP questionnaire contained a large number of questions that could reasonably be expected to be related to whether or not people use condoms. To a certain extent, each of these questions can be viewed as an attempt to assess one of the variables identified by one or more theories of behavior and behavior change. More specifically, questions on the KABP were identified as possible indicants of AIDS knowledge, cues to action, perceived susceptibility, perceived severity, perceived (locus of) control, perceived normative pressure, and condom use outcome expectancies. Statistical analyses indicated that some, but not all, of these variables were related to condom use among sexually active adults. In particular, the analyses indicated that perceived normative pressure to use condoms was the single most important determinant of condom use behaviors on St. Vincent. The implications of this finding for designing mass‐media campaigns to increase condom use is discussed, and a campaign that attempts to change condom use by influencing perceived social norms is strongly recommended.

Based on extensive formative research in the three Eastern Caribbean countries of St. Lucia, St. Vincent and the Grenadines, and Grenada (Fishbein, Middlestadt, & Trafimow, 1993; Fishbein, Trafimow, et al., 1993), a three‐nation, mass media, condom use campaign was developed. In order to assess the impact of the campaign, a follow‐up survey was conducted in St. Vincent and the Grenadines. This paper examines the effectiveness of the campaign by comparing responses on this survey by respondents who were or were not exposed to the campaign. A statistically significant impact of exposure to the campaign was obtained, indicating that a well‐designed, empirically based, mass media campaign can be an effective tool in the battle to prevent the spread of AIDS.

The present paper presents the results of AIDS Knowledge, Attitudes, Beliefs, and Practices (KABP) surveys conducted in two Caribbean countries: St. Vincent and St. Lucia. Despite religious, socioeconomic, and literacy differences between the two countries, their citizens are remarkably similar with respect to AIDS knowledge, attitudes, beliefs, and practices. The major differences between the two countries concern the perception of AIDS risk and the relative position of AIDS as a serious problem facing the country. These differences, however, appear unrelated to AIDS knowledge, sexual practices, or the likelihood of engaging in AIDS‐protective behaviors. These findings question the role of perceived risk of AIDS as a determinant of AIDS‐protective behaviors, and, more important, they question the utility of increasing perceived risk as a strategy in AIDS prevention programs.