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Abstract Ajzen and Fishbein's attitude‐behaviour model was applied to the problem of stimulating the demand for dental care, Subjects were 329 members of Amsterdam health insurance companies. They had not received regular dental treatment and/or a certificate of dental fitness for at least two and a half years. Applying for treatment and acquiring a dental certificate were the behavioural measures. The effectiveness of the communication based on Ajzen and Fishbein's model was compared with the effectiveness of messages based on the Health‐Belief model and the notion that knowledge of Rights and Obligations is a prerequisite for seeking dental care. Results lend support to the validity of the Ajzen and Fishbein model. Relationships between the components of the model are moderate to strong, both before and after subjects were exposed to the message. The message proved effective in changing beliefs about seeking dental treatment. Ajzen and Fishbein's claim that their approach has exclusive merits, however, was refuted. A differential effectiveness of the three messages was absent. In all, 47.4 per cent applied for treatment. No control subjects applied. Fifteen months later 70 per cent of the applicants had obtained a dental certificate. Contrary to our expectations, a condition of no‐message application‐form‐ only proved equally effective as the message conditions.
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