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Wiley InterScience | |||||||||
  Journal of Applied Social PsychologyVolume 28 Issue 17, Pages 1584 - 1608 Published Online: 31 Jul 2006 © 2010 Wiley Periodicals, Inc
Abstract | References | Full Text: PDF (Size: 1297K) | Related Articles | Citation Tracking  Beyond Protection Motivation: An Integrative Theory of Health Appeals Copyright 1998 V. H. Winston & Sons, Inc. ABSTRACTWe 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. | 
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