Background; the purpose of this enquiry was to understand how gay men form and maintain their attitudes towards HIV transmission preventative behaviors. The cost of HIV/AIDS to society is very high and increasing. The pressing need is to increase the rate of behavioral adherence to methods intended to prevent the transmission of the HIV virus to gay men, the most at-risk population. Current knowledge about how to increase/maintain adherence comes from research primarily focused on understanding current behavior. The purpose of this enquiry was to understand more about how gay men initially form and then maintain their attitudes towards preventative behaviors.Methods; Using the Narrative Inquiry method, we recruited sixteen gay men from the Melbourne gay milieu, who narrated their autobiographical life histories. (The term narrated is consistent with the Narrative Inquiry method.). Each narrator’s autobiographical life history was reviewed as one whole, and themes within each were identified. One of the researchers is a gay man who had been immersed in the narrators’ milieu since 1985, closely involved with HIV/AIDS as an experiential phenomenon. He was therefore able to understand each life story as personal experience and embrace it intellectually.Results; Once the narrators acquired knowledge of preventative behavior they consistently adhered to that behavior. They adhered because of fear of HIV infection and because they held a moral norm that obligated them to behave altruistically to achieve values important to them; to protect not only themselves, but also their sex partners, loved ones, and their positive self-evaluation. They saw their HIV negative status, and their adherence, as both pre-requisites and enablers for achieving their goals in life. They took a long-term view of life and planned accordingly. Their autobiographies were a narrative of their life trajectory their Quest for the Ideal Gay Life, in whatever terms they imagined it. Conclusions; Dick and Basu’s Framework for Customer Loyalty, a commercial marketing communications theoretical framework, explains development and maintenance of these men’s loyalty (their consistent adherence). This understanding, within a marketing communications framework, will inform development of social marketing communications aiming to increase adherence to behaviors that prevent HIV transmission.