Understanding Health Behavior: An Integrated Model for Social Marketers

Magdalena Cismaru · Anne M. Lavack · Heather D. Hadjistavropoulos · Kim D. Dorsch

33 citations0/0 files storedSocial Marketing Quarterly

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Behavioral Health and Interventions Public Health Policies and Education Media Influence and Health

Abstract

Many effective social marketing campaigns seek to change health-related behavior by utilizing various health-protective behavioral theories. In this article, we review and integrate three such theories: protection motivation theory (PMT), the extended parallel process model (EPPM), and the transtheoretical model (TTM). We highlight how EPPM and TTM can be used to refine PMT by adding insight into the decision-making process involved when consumers consider whether or not to follow a particular recommended health behavior. Specifically, the development of an integrated PMT model can provide insight into the characteristics of people more or less likely to change, what happens when persuasion fails, and what can be done to increase persuasion. Developing an integrated PMT model opens new avenues of research that have the potential to increase our understanding of behavior and assist in creating more persuasive social marketing campaigns.

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References

1980Understanding Attitudes and Predicting Social Behavior 1997The Psychology of Attitudes 1975A Protection Motivation Theory of Fear Appeals and Attitude Change1 1982Transtheoretical therapy: Toward a more integrative model of change.1992Putting the fear back into fear appeals: The extended parallel process model 2000A Meta-Analysis of Fear Appeals: Implications for Effective Public Health Campaigns 1983Cognitive and physiological processes in fear appeals and attitude change : A revised theory of protection motivation 2000A Meta‐Analysis of Research on Protection Motivation Theory

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