Consumer reactions to a contraceptive purchase were examined in a field setting. Male subjects (N = 40) purchased condoms from a pharmacist in a drugstore, and affective and evaluative responses to this purchase were assessed. Compared to subjects for whom buying condoms elicited relatively positive affect, individuals responding with relatively negative affect evaluated the drugstore, the pharmacist, the pharmacist's attri butions about them, condoms in general and in actual use, and the reliability of condoms more negatively (multivariate p < .03).
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