Priming HIV-Infected Patients to Adhere to Treatment

Sandra McCoy from University of California, Berkeley in the U.S. will analyze whether behavioral priming methods such as associational cues and social influence can promote adherence to HIV treatment in Tanzania. HIV prevalence in Tanzania is high, at 5.1%, and poor adherence to antiretroviral therapy is a major problem due in part to long patient waiting times and stigmatizing attitudes. Behavioral priming involves using a stimulus to indirectly or subconsciously influence behavior. They will hold group discussions with HIV patients and healthcare workers to identify several behavioral priming strategies such as positive feedback cues on health cards, and conduct a pilot study to evaluate their effect on adherence.