Protection Motivation Theory (PMT) Chapter 5 Authors: DiClemente , Salazar, Crosby

1. Protection Motivation Theory (PMT)Chapter 5Authors: DiClemente, Salazar, Crosby Powerpoint by: Rebecca Amantia H571

2. Overview • Introduction of PMT • History • Components of PMT • Example • Applied in Public Health • Two Public Health examples

3. PMT Introduction • Communication Theory • To better understand the specific cognitive process underlying how fear appeals motivate people to change their behavior. • Perceived threat + Cognitive processes. • Analysis of rewards and costs for engaging in either a maladaptive behavior or adaptive response. • Designing messages for health awareness campaigns that utilize fear as a motivator for positive behavior. • Ex: Antismoking advertisements. .

4. History of PMT • Fear Prior • Fear was an emotional trigger for trial-and –error type responses in an attempt to escape the experience of fear. • Dr. R. W. Rogers in 1975 • to explain the cognitive effects of fear appeals. • Lazarus & Leventhal • Fear triggers an automatic appraisal. • Differ in Sensitivity & Vulnerability, Interactions & Reactions. • Danger Control & Fear Control • 1st three factors of PMT: Threat Severity, Threat Vulnerability, & Response Efficacy • PMT known as today • Include self efficacy and emphasize cognitive processes, which motivates either adaptive or maladaptive behavioral responses.

5. Components of PMT The Threat Appraisal & the Coping Appraisal are in close proximity to Protection Motivation Threat appraisal Severity Vulnerability Protection Motivation Rewards of Maladaptive response Fear appeal Coping appraisal Response Efficacy Self-Efficacy Costs of Adaptive response Protection Motivation: A mediating variable whose function is to direct protective health behavior.

6. THREAT APPRAISAL: Severity & Vulnerability • Assessment of the seriousness of a health threat. • Estimating Vulnerability (Probability of a negative outcome) • Severity of the negative outcome if no action is taken. Protection Motivation Severity Vulnerability Fear appeal Rewards of Maladaptive response Threat appraisal

7. THREAT APPRAISAL: Rewards • Rewards are positive consequences for a maladaptive behavioral response. Protection Motivation Rewards of Maladaptive response Fear appeal Threat appraisal Severity Vulnerability

8. COPING APPRAISAL: Response & Self Efficacy • Response Efficacy • Evaluation of how effective the behavior will be in protecting the individual from harm. • Self Efficacy • The individuals evaluation of their capacity to perform the recommended behavior. Protection Motivation Response Efficacy Self-Efficacy Coping appraisal Costs of Adaptive response Fear appeal

9. COPING APPRAISAL: Cost • Costs • involves physical, social, or psychological consequences for engaging in the adaptive response. Costs of Adaptive response Protection Motivation Response Efficacy Self-Efficacy Coping appraisal Fear appeal

10. EXAMPLE • Health Threat: alcohol poisoning • Vulnerability: Probability of alcohol poisoning if one continues to drink too much. • Severity: Mortality or Morbidity of alcohol poisoning. • Response Efficacy : will drinking less prevent alcohol poisoning. • Self-Efficacy: Individuals evaluation of their ability to limit their drinks or quit. • Rewards of Maladaptive Response: Rewards of continuing to heavily drink (being cool or popular) • Cost of Adaptive Response: Cost to drinking less (not being cool or being made fun of)

11. PMT Applied • Useful to health communication • reducing alcohol use, enhancing healthy lifestyles, enhancing diagnostic health behaviors and preventing disease. • Utilized to discover which part of message design has the greatest impact on message efficacy. • Successful health awareness message using fear appeal.

12. Example: Anti-smoking commercial • https://www.youtube.com/watch?v=5zWB4dLYChM • https://www.youtube.com/watch?v=3eUOjSTZMIE

13. Thank You!