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Health Belief Model / Protection Motivation Theory: EPHE 348

The Health Belief Model was developed in the 1950s to explain health behaviors. It proposes that individuals will take action to improve health if they feel susceptible to a condition, believe the condition has serious consequences, believe actions can reduce susceptibility/seriousness, and feel benefits outweigh costs. The model includes perceived susceptibility, severity, benefits, and barriers. Protection Motivation Theory later extended this model by adding self-efficacy and response efficacy to predict intention, the key determinant of health behavior. Both models aim to understand health behaviors and guide health behavior change interventions.

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211 views15 pages

Health Belief Model / Protection Motivation Theory: EPHE 348

The Health Belief Model was developed in the 1950s to explain health behaviors. It proposes that individuals will take action to improve health if they feel susceptible to a condition, believe the condition has serious consequences, believe actions can reduce susceptibility/seriousness, and feel benefits outweigh costs. The model includes perceived susceptibility, severity, benefits, and barriers. Protection Motivation Theory later extended this model by adding self-efficacy and response efficacy to predict intention, the key determinant of health behavior. Both models aim to understand health behaviors and guide health behavior change interventions.

Uploaded by

Rose
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Health Belief Model /

Protection Motivation
Theory

EPHE 348
History of the HBM
Developed in the 50s by the U.S. Public Health
Service

Social psychologists were asked to explain why


people do not participate in health behaviors
(Rosenstock, 1960; 1966)

Developed based on operant and cognitive-


behavioral theory
Premise of the HBM
Individuals will take action to ward off, to screen for,
or to control an ill health condition if:
1) they regard themselves as susceptible to the condition
2) they believe it to have potentially serious
consequences
3) they believe a course of action can reduce the
susceptibility and seriousness
4) they believe the costs of the action are outweighed by
its benefits
Components of the HBM

Perceived Susceptibility
an individuals perception of her or his risk of contracting a health
condition

Perceived Severity
an individuals perception of the seriousness of a health
condition if left untreated

Note: the combination of these is the perceived threat of the health


condition (emotive response is fear)
Components of the HBM

Perceived Benefits
the perceived effectiveness of taking action
to improve a health condition

Perceived Barriers
the perceived impediments to taking action
to improve a health condition
Components of the HBM

Cues to Action
Body or environmental events that trigger
the HBM
Health Belief Model

Barriers
Benefits

Severity

Threat

Susceptibility Health
Behavior

Cues to
Action
Additional Components?

Self-Efficacy
confidence to continue the healthy
behavior and overcome temptations

Now an additional component of the


HBM
Protection Motivation Theory
(Rogers, 1984)

Extension and re-working of HBM

Intention to protect oneself is the


proximal determinant of health behavior
Protection Motivation Theory

Intention is dependent on four components:


1) perceived susceptibility
2) perceived severity
3) Self-efficacy
4) Response efficacy (benefits versus barriers)

Susceptibility and severity are considered perceived


threat
Response efficacy and self-efficacy are considered
coping efficacy
Protection Motivation Theory

Severity

Threat

Susceptibility
Health
Intention Behavior

Self-
Efficacy Coping
Efficacy
Response
Efficacy
Where Do We Intervene?

Educate about threat (vulnerability, susceptibility)


Fear appraisals

Educate about coping (response efficacy, self-efficacy)


Health education
Evaluating the HBM/PMT
APPLICABILITY TO PRACTICE (IS IT USEFUL?)

Coping efficacy is the most important component


Self-efficacy (and perceived barriers) is the most influential
component for health behavior

Perceived severity is the weakest component


Health behaviors are long-term?

Perceived vulnerability often influences intentions but not


behavior
Evaluating the HBM/PMT

COMPREHENSIVE (Does it explain behavior completely?)

No

What about other motives for behavior other than


health? These motives appear untapped for explaining
behavior.
Application Exercise

Please choose a health behavior and population

Assume you are an advertising specialist contracted to


develop a persuasive communication (poster, news
advertisement etc.) to improve the health behavior for the
population

Create a message that includes severity, susceptibility,


response efficacy, and self-efficacy for the target
population

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