A cognitive-social model is proposed for the study of AIDS social attitudes. Features of the ambivalent (fear and compassion) public belief system toward PWAs are outlined and ways to increase altruism and reduce fear are specified. Three studies are reported using cognitive-social methods for the reduction of AIDS social anxiety and social stigma. Study 1 found that cognitive inoculation and abbreviated group desensitization equally reduced AIDS social anxiety measured by a verbal scale. One form of brief group desensitization was superior to basic factual, counterphobic inoculation in reducing desire for social restriction of persons with AIDS (PWAs). In Study 2 subject improvisational role playing of PWAs increased positive attitudes toward PWAs and desire for altruistic actions but did not reduce measured fear. Knowledge of AIDS was negatively correlated with AIDS social anxiety and desire for patient restriction. AIDS social anxiety was negatively correlated with altruism and positively correlated with homophobia. In Study 3, three forms of experimenter-guided mastery imagery reduced AIDS social anxiety and increased AIDS altruism. Results of these studies may have relevance to reducing high-risk contagious behavior, as well as to reducing AIDS social stigma and social anxiety. A componential model of AIDS education is described.