Protection Motivation Theory – an Additive Or a Multiplicative Model?

Protection Motivation Theory – An Additive or a Multiplicative Model?

Magdalena Cismaru, University of Regina


According to the Protection Motivation Theory, four factors influence the persuasiveness of a health appeal: vulnerability, severity, efficacy, and costs. Literature reflects uncertainty of the interaction effects and the combinatorial rules among these variables. A model in which the decision-maker ranks the variables and sets minimum cut-offs is proposed. According to this model, a weighed additive relationship will take place only when the cut-off levels for all variables are met. This model helps explain inconsistent findings from the literature and adds insight into the decision making process involved when deciding whether or not to follow a particular recommended health behavior.


Magdalena Cismaru (2006) ,"Protection Motivation Theory – an Additive Or a Multiplicative Model? ", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 271-272.


Magdalena Cismaru, University of Regina


NA - Advances in Consumer Research Volume 33 | 2006

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