Feedback Effects and Evaluation Process of Health-Related Perceived Risk and Behaviour

Many theories have identified perceived risk as a predictor of behavior. However, contradicting findings from empirical studies have caused researchers to question the role of perceived risk. This study aims to explore the internal mechanism behind the inconsistencies and to provide further insights. Based on an empirical study concerning the use of condoms, we propose a two-stage dynamic model, involving a process of “evaluation” of an initial action and a construct of “feedback effect” of perceived risk. Our model will aid researchers and practitioners in social medicine and marketing in achieving a better understanding of health prevention behaviors.


Yi Zhang, Zheng Yin, Jikyeong Kang, and David Baxter (2009) ,"Feedback Effects and Evaluation Process of Health-Related Perceived Risk and Behaviour", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 825-826.


Yi Zhang, University of Manchester, UK
Zheng Yin, University of Manchester, UK
Jikyeong Kang, University of Manchester, UK
David Baxter, National Health Service, UK


NA - Advances in Consumer Research Volume 36 | 2009

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