The KABP paradigm (knowledge-attitude-belief-practice) dominates social scientific AIDS research and prevention programmes. This paper questions a number of the assumptions of the paradigm both theoretically and empirically. Having discussed a number of the paradigm's shortcomings, an alternative, a social representational approach, is proposed. The choice of an alternative approach is guided by theoretical concerns but its efficacy is demonstrated by way of a cross-cultural analysis of data. By way of contrast to the KABP paradigm, the methodology of the social representational approach calls for the sampling of the social representations held by individuals in parallel with those which circulate in their social environment. In addition, the alternative approach highlights the importance of identity and of emotional factors in AIDS-related thought and action. The shift in theory and methodology which is proposed provides an altered focus for efforts to control the spread of HIV.