Producing quality data for decision at all levels of the health communication is a global imperative. Following that, recently, many organizations are evaluating various prevention communications; however, adequate data has not been obtained. This study is aimed to explore factors that have impact on health seeking behavior for HIV/AIDS among public college community. Methods: Focus group discussions and in-depth interviews were conducted from March 1-30, 2012 with students, teachers and HIV

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... nstreaming heads in the three colleges of Hadiya Zone, Ethiopia. Data was captured using voice recorders, and field notes were transcribed verbatim from the local language into English. Key constructs and thematic frameworks were developed using the Extended Parallel Process Model (EPPM) and health belief model (HBM), and presented in narratives using the respondents own words. Results: Participants had very low self-susceptibility to HIV/AIDS but they claimed others as highly susceptible. Self-efficacy (confidence in performing the behaviour), and response efficacy (the belief of efficacious of the message) regarding acceptance of recommended preventive message were the most important correlates of the perception. Conclusion: Lack of awareness of self-susceptibility is a critical problem for adaptation of behavior. All the participants' agree seriousness of the problem which is not attached with using recommended methods. Selecting one recommended response hampered the others prevalence. For instance, low self-efficacy and response efficacy were the critical problems in condom use. Accesses to services for social marketing were poor for a variety of psycho-social and cultural reasons. Prior to the promotion of prevention programs, health service related factors that influence health seeking behaviour must be addressed through appropriate behaviour change communications.