Beyond Protection Motivation: An Integrative Theory of Health Appeals

@inproceedings{Block1998BeyondPM,
  title={Beyond Protection Motivation: An Integrative Theory of Health Appeals},
  author={Lauren Block and Punam Anand Keller},
  year={1998}
}
  • Lauren Block, Punam Anand Keller
  • Published 1998
  • Psychology
  • 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… CONTINUE READING

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