Premium
Beyond Protection Motivation: An Integrative Theory of Health Appeals
Author(s) -
Block Lauren G.,
Keller Punam Anand
Publication year - 1998
Publication title -
journal of applied social psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.822
H-Index - 111
eISSN - 1559-1816
pISSN - 0021-9029
DOI - 10.1111/j.1559-1816.1998.tb01691.x
Subject(s) - transtheoretical model , psychology , vulnerability (computing) , self efficacy , social psychology , perception , action (physics) , behavior change , health belief model , health education , public health , medicine , quantum mechanics , neuroscience , physics , computer security , nursing , computer science
We develop an integrated theory of health communication by combining protection motivation theory (PMT; Rogers, 1983) with the stages of change described in the transtheoretical model (Prochaska & DClemente, 1982). Our study challenges the assumption implicit in PMT that perceptions of vulnerability, severity, response efficacy, and self‐efficacy are equally weighted across individuals. Rather, we propose that people at different stages of readiness to change are differentially affected by levels of these predictor variables. Results from our experiment confirm that vulnerability, severity, and efficacy (response and self) are the main motivators to change behavior during the precontemplation, contemplation, and action stages, respectively. Furthermore, we explore how specific categories of beliefs identified by the transtheoretical model are associated with perceptions of vulnerability, severity, response efficacy, and self‐efficacy.