Abstract

A number of major health behaviour theories have been academically established and include the Health Belief Model (HBM), Self-efficacy Theory, the Protection Motivation Theory (PMT), the Theory of Planned Behaviour (TPB), Locus of Control, Sense of Coherence, and the Transtheoretical Model. The HBM was originally developed to predict the likelihood of patients’ participation in preventive health behaviours (Rosenstock, 1974). The HBM was later modified to incorporate the concept of self-efficacy, which is the strength of an individuals’ belief that he or she can successfully enact behavioural change, improving the ability of this model to predict behavioural outcomes (Martin et al., 2010). Rogers (1975) expanded the HBM to include additional factors to improve the conceptual understanding of fear appeals. He further extended his proposed theory, the PMT, to a more general theory of persuasive communication that emphasized the cognitive processes underlying behavioural change (Rogers, 1983).

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