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  • Protection Motivation Theory Presentation

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    Joshlyn Joy Tigon
    996 views12 pages
    Protection Motivation Theory proposes that individuals' intention to protect themselves from threats depends on four factors: perceived severity of an event, perceived vulnerability, response efficacy of preventive behaviors, and self-efficacy. The theory involves two cognitive processes - threat appraisal of perceived severity and vulnerability, and coping appraisal of response and self-efficacy. Protection motivation arises from believing a threat is severe and likely, and that preventive behaviors are effective and one is capable of performing them.

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    Protection Motivation Theory proposes that individuals' intention to protect themselves from threats depends on four factors: perceived severity of an event, perceived vulnerability, response efficacy of preventive behaviors, and self-efficacy. The theory involves two cognitive processes - threat appraisal of perceived severity and vulnerability, and coping appraisal of response and self-efficacy. Protection motivation arises from believing a threat is severe and likely, and that preventive behaviors are effective and one is capable of performing them.

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    996 views12 pages

    Protection Motivation Theory Presentation

    Uploaded by

    Joshlyn Joy Tigon
    Protection Motivation Theory proposes that individuals' intention to protect themselves from threats depends on four factors: perceived severity of an event, perceived vulnerability, response efficacy of preventive behaviors, and self-efficacy. The theory involves two cognitive processes - threat appraisal of perceived severity and vulnerability, and coping appraisal of response and self-efficacy. Protection motivation arises from believing a threat is severe and likely, and that preventive behaviors are effective and one is capable of performing them.

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    of 12

    Protection

    Motivation
    Theory
    to provide conceptual clarity to the
    understanding of fear appeals

    general theory of persuasive


    communication, with an emphasis on
    the cognitive processes mediating
    behavioral change. Focuses on how
    individuals process threats and select
    responses to cope with the danger
    brought about by those threats. 
    Protection Motivation Theory (Rogers,
    1983)
    • partially based on the work of Lazarus (1966)
    and Leventhal (1970) and describes adaptive
    and maladaptive coping with a health threat
    as a result of two appraisal processes.
    • A process of threat appraisal and a
    process of coping appraisal, in which the
    behavioral options to diminish the threat are
    evaluated (Boer, Seydel, 1996)
    The protection motivation
    theory

    • deals with how people


    cope with and make
    decisions in times of
    harmful or stressful events
    in life. These decisions are
    a way of protecting oneself
    from perceived threats.

    • attempts to explain and


    predict what motivates
    people to change their
    behavior
    The Protection Motivation Theory proposes
    that the intention to protect one self
    depends upon four factors:
     
    • The perceived severity of a threatened event (e.g., a heart
    attack)
    • The perceived probability of the occurrence, or vulnerability (in
    this example, the perceived vulnerability of the individual to a
    hear attack)
    • The efficacy of the recommended preventive behavior (the
    perceived response efficacy)
    • The perceived self-efficacy (i.e., the level of confidence in one’s
    ability to undertake the recommended preventive behavior).
    Cognitive
    Processes in • The decision on
    whether or not to
    Behavior engage in health-
    related behaviors is
    governed by two
    distinct cognitive
    processes – threat
    appraisal and coping
    appraisal.
    Threat appraisal

    • deals with how threatened one feels by the threat. 


    • In threat appraisal, the mind evaluates the various
    factors that are likely to influence one to get involved in
    a potentially unhealthy behavior like smoking or using
    drugs. Perceived vulnerability and perceived severity
    are the two sets of beliefs from which threat appraisals
    are derived.
    • the estimation of the chance of contracting a disease
    (vulnerability) and estimates of the seriousness of a
    disease (severity)
    “AIDS is a very dangerous disease.” or “I am
    threatened by the possibility that I may have
    breast cancer.”

    These statements are measured in terms of choosing from


    responses like:
    Coping Appraisal
    • Here one evaluates the various factors that are likely to
    ensure that one engages in a recommended response
    that is preventive in nature.
    • consists of response efficacy and self-efficacy.
    • Response efficacy is the individual’s expectancy that carrying
    out recommendations can remove the threat.
    • Self-efficacy is the belief in one’s ability to execute the
    recommend courses of action successfully
    Examples:
    Person wants to avoid Person wants to avoid
    complications from HIV AIDS
    diabetes

    Taking a daily walk,


    avoiding sweets, and
    having a balanced diet
    Theoretical Model
    The theory says that in order for an individual to adopt a
    health behavior, they need to believe that there is a severe
    threat that is likely to occur and that by adopting a health
    behavior, they can effectively reduce the threat. The
    individual should also be convinced that he is capable of
    engaging in the behavior which should not cost him a lot.

    Protection motivation is a mediating variable whose


    function is to arouse, sustain and direct protective health
    behavior (Boer, Seydel, 1996). A ‘measure of intention’ to
    engage in the recommended preventive behavior is the
    most common index of protection motivation.

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