The Psychology of Condom Advertising
Condoms with a custom message can make a major impact–especially when that message is funny or educational. Any customized condom will be memorable, but research suggests that humorous or informative ones can also help increase condom use. Let’s take a closer look at why funny, sexy, positive, and educational messaging is more successful for condom marketing.
The Power of Positivity
Studies show that if you want to increase condom use and sales, positivity is key.
For example, a 2016 study published in the International Journal of Healthcare Management examined college students’ responses to condom advertisements that used both sex and fear appeals. They found that the students were more likely to buy condoms after seeing ads with sex appeal.
A 2018 study from Health marketing Quarterly also found that positivity was excellent at capturing audience attention. The study showed that safe-sex PSAs with humor appeals, rather than persuasive appeals, received more engagement in the form of views, comments, and ratings.
These newer studies have somewhat different outcomes compared to older studies, which often found that fear appeals in advertising were better at boosting condom sales. For instance, a 1994 study from the Journal of Applied Social Psychology compared the effect of five persuasive appeals used in AIDs PSAs and condom commercials on male and female college students. The two television spots with fear appeals were more effective at increasing intentions to use condoms in the college-age population, especially among women.
Modern studies about using fear appeals are more mixed. Some have found that fear appeals can increase intentions to use condoms, especially when combined with humor or erotic messaging. Other studies have found that fear appeals are off-putting to potential customers, who then associate the ad with an overall negative experience. Fear-based messaging may have mixed results, while positive approaches tend to have consistently good results.
Positive Message Design & Overcoming Sex Guilt
People with positive attitudes on condom use are more likely to buy and use condoms, especially when compared to those with high sex guilt. One study published in the Journal of Applied Social Psychology looked at how sex guilt interacts with receptivity to condom advertising. The study found that high sex guilt individuals had a uniquely poor response to condom ads, with negative results on markers like information recall and thoughts on the credibility of the ad.
Access & Consistency
Research suggests that distributing free condoms can play a pivotal role in reducing negative outcomes of sexual behavior, like unintended pregnancies and STI spread. Numerous studies have found that ease of accessibility is one of the main predictors of condom use. When condoms are readily available, people are more likely to use them.
The Power of Education
Sex education is another main predictor of condom use. A 2008 study published in the Journal of Adolescent Health looked at condom use and consistency among adolescent males. The study found that multiple factors affected the behavior of adolescents, including formal sex education and attitudes toward condoms. Those with more formal sex education and a more positive opinion of using condoms were more likely to use condoms.
A Comprehensive Approach
A 2022 study published in Behavioral Sciences suggests that using a COM-B model of behavior could be the best way to increase condom use and STI testing. COM-B models address a person’s capability, opportunity, and motivation in order to change their behavior. The study suggests this type of well-rounded approach can eliminate most barriers to condom use, ultimately increasing disease prevention and reducing unwanted pregnancy.
Final Thoughts on the Psychology of Condom Advertising
Positive messaging, sex education, and giving away free condoms are some of the best ways to promote the use of condoms. Giving out condoms in and of itself can make a big impact on your community–and customizing your condoms with a humorous or educational message can make that impact even bigger.
If you’re ready to take your promotional condoms to the next level, start creating your customized condoms now. Design yours online or get in touch with the Say It With A Condom team for personalized assistance.