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Title: Buddhists care : examining the impact of religious elements on reducing discriminatory attitudes toward people living with HIV/AIDS
Authors: Song, Y 
Qin, ZZ
Keywords: Buddhist Compassion
AIDS-related Discrimination
AIDS-related Stigma
Buddhist Advertising
Public Health
Issue Date: 2019
Publisher: Molecular Diversity Preservation International (MDPI)
Source: Religions, July 2019, v. 10, no. 7, 409, p. 1-14 How to cite?
Journal: Religions 
Abstract: Faith-based programs have been long regarded as influential social approaches to form positive attitudes to human immunodeficiency virus (HIV)/acquired immunodeficiency syndrome (AIDS) within the last few decades. However, recent scholars argue that religions serve a double role in supporting HIV-infected people. Moreover, relevant evidence is mainly collected from studies among participants of the Western religious traditions, such as Christianity. This study applies the theory of the attitude formation model to examine Buddhist factors impacting discriminatory attitudes towards HIV/AIDS and the causal path to positive behavior intention. To investigate its underlying mechanism, Buddhist elements, as an important antecedent, were introduced in the advertisement against HIV/AIDS-related discrimination to influence people's attitudinal reaction. Results show that Buddhist advertising could significantly increase perceived religiosity and compassion. Then, both perceived religiosity and compassion jointly increase anti-prejudical attitudes towards HIV-infected people and have a positive impact on interaction intention at the end.
EISSN: 2077-1444
DOI: 10.3390/rel10070409
Rights: © 2019 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (
The following publication Song, Y.; Qin, Z. Buddhists Care: Examining the Impact of Religious Elements on Reducing Discriminatory Attitudes toward People Living with HIV/AIDS. Religions 2019, 10, 409, 1-14 is available at
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