Protection Motivation Theory (PMT) Chapter 5 Authors: DiClemente , Salazar, Crosby
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Transcript of Protection Motivation Theory (PMT) Chapter 5 Authors: DiClemente , Salazar, Crosby
Protection Motivation Theory (PMT)
Chapter 5Authors: DiClemente, Salazar, Crosby
Powerpoint by: Rebecca Amantia
H571
Overview
Introduction of PMT History Components of PMT Example Applied in Public Health Two Public Health examples
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. .
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.
Components of PMT
Fearappeal
Protection
Motivation
Rewards ofMaladaptive
response
Response Efficacy
Self-Efficacy
Severity Vulnerability
Costs of Adaptive response
Threatappraisal
Coping appraisal
The Threat Appraisal & the Coping Appraisal are in close proximity to Protection Motivation
Protection Motivation: A mediating variable whose function is to direct protective health behavior.
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.
Fearappeal
Protection
Motivation
Rewards ofMaladaptive
response
Severity Vulnerabilit
y
Threatappraisal
THREAT APPRAISAL: Rewards
Rewards are positive consequences for a maladaptive behavioral response.
Fearappeal
Protection
Motivation
Rewards ofMaladaptive response
Severity Vulnerability
Threatappraisal
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.
Fearappeal
Protection
Motivation
Response Efficacy
Self-Efficacy
Costs of Adaptive response
Coping appraisal
COPING APPRAISAL: Cost Costs
involves physical, social, or psychological consequences for engaging in the adaptive response.
Fearappeal
Protection
Motivation
Response Efficacy
Self-Efficacy
Costs of Adaptive response
Coping appraisal
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)
EXAMPLE
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.
Example: Anti-smoking commercial
https://www.youtube.com/watch?v=5zWB4dLYChM
https://www.youtube.com/watch?v=3eUOjSTZMIE
Thank You!