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Protection Motivation Theory

Protection Motivation Theory. What is PMT?. A persuasive communication theory Cognitive model based on expectancy-value principles Assists in decision-making in health behaviors. Background of PMT. Developed by Dr. D. W. Rogers (1975)

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Protection Motivation Theory

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  1. Protection Motivation Theory

  2. What is PMT? • A persuasive communication theory • Cognitive model based on expectancy-value principles • Assists in decision-making in health behaviors

  3. Background of PMT • Developed by Dr. D. W. Rogers (1975) • To further understand the effects of fear appeals in health behavior change • Later extended to emphasize cognitive processes mediating behavioral change • Fear  Cognitive process  Behavior change

  4. How does it work? • Fear appeal  Appraisal Coping behavior • Coping behavior is either adaptive (+) or maladaptive (-) • Cognitive appraisal components motivate the +/- coping behavior • Similar to HBM but also factors in rewards and costs

  5. Threat appraisal Severity & Vulnerability Rewards of Maladaptive Response Motivate Protective Behavior Fear Appeal Coping appraisal Costs of Adaptive response Response Efficacy Self-efficacy

  6. Example • Bacon and Heart Disease

  7. Risk Perceptions and Their Relation to Risk Behavior • Perceived risk for Lyme disease and its relation to vaccination behavior • 3 hypotheses tested: • Accuracy hypothesis • Behavior motivation hypothesis • Risk reappraisal hypothesis • All 3 hypotheses were supported • Similarity to HBM/PMT (Brewer et al., 2004)

  8. Perceived Risk vs. Time

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