Harming the ones we love: Relational attachment and perceived consequences as predictors of safe‐sex behavior

There are an enormous number of studies surrounding predictors of condom use, and an equally impressive number of prevention programs in place to decrease the rate of HIV transmission. Despite such attention, the incidence of HIV infection remains high. One contributing factor to the continued spread of HIV may be the relative absence of recognition by researchers that condoms are imbued with a social meaning that threatens two salient goals for interactants: the desires to maintain positive identities and close relationships. Recent evidence suggests that requests to use a condom may be interpreted in ways that threaten both goals. This investigation examines the roles of identity and relational maintenance goals as influences on safe‐sex decisions. Results from an experimental design confirm the importance of these goals to safe‐sex behavior. Implications are noted and suggestions for changes in prevention programs offered.