Cognitive Processes in Health Enhancement: Investigation of a Combined Protection Motivation and Self-Efficacy Model

Abstract

The usefulness of a combined protection motivation and self-efficacy theory as a model of health enhancement was investigated via a persuasive communications paradigm. Self-efficacy expectancy, outcome expectancy (i.e., perceived response efficacy) and outcome value (i.e., perceived social value) of a health-enhancing behavior were manipulated. As predicted, both self-efficacy expectancy and response efficacy had significant main effects on subjects' intentions to perform the health-enhancing behavior. Outcome value had no significant effect on behavioral intentions. Correlational data indicated that response efficacy was the best single predictor of intentions and that self-efficacy expectancy was also a significant predictor of intentions. Outcome value added no predictability. These results support the utility of the combined protection motivation and self-efficacy theory as a model of health enhancement.