A Theory of Social Proximity
A Theory of Social Proximity
Accounting for Societal-Level Behavior Change
This chapter examines societal-level behavior change and the importance of social proximity in addressing the HIV/AIDS epidemic in sub-Saharan Africa. It argues that social proximity may be a powerful way of understanding why some people or communities change behavior and others do not. It contends that the lessening of denial due to the personal and community encroachment of the epidemic may be one of the triggers to behavior change.
Keywords: behavior change, social proximity, HIV-AIDS, epidemic, sub-Saharan Africa, denial, community encroachment
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