Common‐Sense Model

Abstract

Abstract The Common‐Sense Model of Self‐Regulation (CSM) is a social cognitive framework that describes lay processes associated with adherence to health protective behavior. The CSM describes how the formation of lay beliefs about health threats (prototypes) and the subsequent parallel processing of cognitions and emotions (representations) related to the health threat give rise to threat management (coping) to assist in threat management. The CSM is an individual‐level model and includes a dynamic feedback mechanism which provides opportunities for people to evaluate their coping strategies and reconsider their mental model or selected coping strategy, should their desired outcome not be achieved. The propositions forwarded by the CSM related to information processing, decision making, and behavior change have direct implications for the design of health messages and communication interventions. The CSM provides a useful framework to guide patient–clinician communication, risk communication, health communication interventions, educational programs, brochures, and decision aids. The systematic approach of the CSM is particularly suited for adaptation in communication research as it considers the interplay of cognition and emotion in the processing of information, and explores influences on the individual from an interpersonal and societal level.