Protection Motivation Theory (PMT)

Chapter 5Authors: DiClemente, Salazar, Crosby

Powerpoint by: Rebecca Amantia

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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!