Consumer ambivalence toward contraception – towards an integrative framework

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.

Citation

Sharma, P., Erramilli, M.K., Chung, C. and Sivakumaran, B. (2015), "Consumer ambivalence toward contraception – towards an integrative framework", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 9 No. 2, pp. 95-117. https://doi.org/10.1108/IJPHM-03-2013-0007