Abstract
The Health Belief Model (HBM), a value‐expectancy model, is a leading framework in health behavior and communication research. The model is intended to inform targeted communication strategies that promote positive health behaviors. Individual beliefs associated with health risks such as perceived susceptibility and perceived severity are often incorporated into HBM as predictors of health behavior. However, recent studies point to limitations of the current model. At the same time, researchers have successfully used Cultural Theory (CT) to conceptualize, measure, and predict the cultural influences on health risk management. This study applies OLS regression and graphical analysis to examine the relationship between more intrinsic cultural value‐based beliefs and HBM beliefs so as to understand behavioral intentions associated with COVID‐19 among the general public in the United States while statistically controlling for the effects of partisanship and demographic factors.
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