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Safe Sex After 50 and Mature Women's Beliefs of Sexual Health

  1. CYNTHIA R. MORTON1,
  2. HYOJIN KIM1,
  3. DEBBIE TREISE2

Article first published online: 14 SEP 2011

DOI: 10.1111/j.1745-6606.2011.01209.x

Issue

Journal of Consumer Affairs

Journal of Consumer Affairs

Special Issue: Aging Consumers

Volume 45, Issue 3, pages 372–390, Fall 2011

Additional Information

How to Cite

MORTON, C. R., KIM, H. and TREISE, D. (2011), Safe Sex After 50 and Mature Women's Beliefs of Sexual Health. Journal of Consumer Affairs, 45: 372–390. doi: 10.1111/j.1745-6606.2011.01209.x

Author Information

  1. 1

    Cynthia R. Morton (cmorton@jou.ufl.edu) is an Associate Professor of Advertising and Hyojin Kim (hkim@jou.ufl.edu) is an Assistant Professor of Advertising, both at the University of Florida.

  2. 2

    Debbie Treise (dtreise@jou.ufl.edu) is a Professor of Advertising and Associate Dean for Graduate Studies for the College of Journalism and Communications at the University of Florida.

  1. This research was support in part by seed funding from the University of Florida College of Journalism and Communications.

Publication History

  1. Issue published online: 14 SEP 2011
  2. Article first published online: 14 SEP 2011

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This study explores sexual health risk attitudes among women aged 50 and older. Focus group research found that women 50+ are aware of the risk for sexually transmitted diseases (STDs), but are uncomfortable about seeking health information from their regular physician who may erroneously believe that they already possess the knowledge. Although they know the importance of condom use in avoiding STDs, they may avoid negotiating condom use with their partners in an effort to avoid conflict or rejection. The results highlight a need for greater focus on women 50+ who continue to pursue active sex lives.

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