Show simple item record

dc.contributor.authorSharma, Piyush
dc.contributor.authorErramilli, M.K.
dc.contributor.authorChung, C.
dc.contributor.authorSivakumaran, B.
dc.date.accessioned2017-01-30T13:24:33Z
dc.date.available2017-01-30T13:24:33Z
dc.date.created2015-09-15T20:00:48Z
dc.date.issued2015
dc.identifier.citationSharma, P. and Erramilli, M.K. and Chung, C. and Sivakumaran, B. 2015. Consumer Ambivalence toward Contraception: Towards an Integrative Framework. International Journal of Pharmaceutical and Healthcare Marketing. 9 (2): pp. 95-117.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/31290
dc.identifier.doi10.1108/IJPHM-03-2013-0007
dc.description.abstract

Purpose – This paper aims to introduce a comprehensive conceptual framework to study the influence of “consumer ambivalence towards contraception” and “intercourse frequency” along with attitudes toward contraception and satisfaction with most familiar contraceptive method, on contraceptive usage and intentions. Design/methodology/approach – A team of trained female interviewers used a structured questionnaire to conduct a clinic-intercept survey with 588 sexually active female consumers in two major hospitals and six randomly chosen clinics in Singapore (response rate = 29 per cent). Findings – Consumer attitudes toward contraception, satisfaction with most familiar contraceptive method and intercourse frequency have a positive effect on contraceptive usage. Consumer ambivalence toward contraception has a negative effect on usage and intentions and it negatively moderates the effects of attitudes, satisfaction and intercourse frequency. Research limitations/implications – This paper explores the role of consumer ambivalence toward contraception in general and not toward specific contraceptive methods. Moreover, it does not measure differences in the impact of personal cultural values and orientations of the participants on contraceptive usage. These could be useful avenues for future research. Practical implications – By clarifying the reasons for inconsistent contraception usage, this research will help health-care professionals, social workers and welfare organizations develop more focused consumer education programs and communication campaigns to reduce consumer ambivalence about contraception and improve contraception usage rates. Originality/value – This paper extends prior research on consumer ambivalence by exploring its direct and moderating impact on contraceptive usage, an important issue for female health and well-being. The authors also show intercourse frequency as a moderator in this process.

dc.publisherEmerald Group Publishing Limited
dc.subjectFemale health care
dc.subjectIntercourse frequency
dc.subjectClinic-intercept
dc.subjectContraception
dc.subjectAmbivalence
dc.titleConsumer Ambivalence toward Contraception: Towards an Integrative Framework
dc.typeJournal Article
dcterms.source.volume9
dcterms.source.number2
dcterms.source.startPage95
dcterms.source.endPage117
dcterms.source.issn1750-6123
dcterms.source.titleInternational Journal of Pharmaceutical and Healthcare Marketing
curtin.note

This article is © Emerald Group Publishing and permission has been granted for this version to appear here - http://espace.library.curtin.edu.au/R. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.

curtin.departmentSchool of Marketing
curtin.accessStatusOpen access
curtin.contributor.orcidSharma, Piyush [0000-0002-6953-3652]


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record