Application Of Protection Motivation Theory Research Articles

The Impact of Home Environment Insecurity on Tourists’ Self-Protective Behavior in the Event of a Terrorist Attack

Terrorist attacks have a profound and lasting impact on tourism destinations and tourists’ safety. By applying protection motivation theory as the theoretical lens and adopting the threat of a terrorist attack in London as the study context, this study examines the impact of home environment insecurity on tourists’ risk evaluation (i.e., threat and coping appraisals) and self-protective behavioral intentions amid a terrorism incident while traveling. Data were collected from 793 U.S.-based respondents in Amazon-Mturk. The results show that tourists’ home environment insecurity has a positive (vs. negative) impact on their threat (vs. coping) appraisal of the terrorism related risk. Notably, the lack of security in one’s home environment indirectly affects tourists’ tendency to adopt self-protective measures, through tourists’ coping appraisal in relation to their self-efficacy and response-efficacy. This study offers valuable theoretical and practical insights that may enhance tourist safety during a terrorism incident.

Applying protection motivation theory to examine tourist’s pro-environmental behaviour: case study of Lahijan, Iran

Purpose This study aims to examine the pro-environmental behavior of tourists in one of the northern cities of Iran, Lahijan, by applying the Protection Motivation Theory (PMT). Design/methodology/approach The sample consists of a total of 180 tourists who had traveled to Lahijan city in Guilan province. Data is analyzed using descriptive analysis and structural equation modeling (SEM) technique using Smart PLS 3.0. Findings The results confirm the importance of PMT in explaining the pro-environmental behavior of tourists. The findings of this study show the significant relationship between vulnerability, severity, self-efficacy, response efficacy, response cost and maladaptive perception with tourist’s pro-environmental behavior. Moreover, rewards are not related to pro-environmental behavior. Practical implications This study provides a better understanding of how to motivate tourists toward pro-environmental behavior. It also contributes to reinforcing PMT by adding evidence from tourism research and delivers profiles for tourism providers. Originality/value The study contributes to the understanding of the predictors of pro-environmental behavior of tourists in Iran using a full PMT which encompasses three concepts of threats appraisal, coping appraisal and maladaptive perception.

Musculoskeletal disorders and related risk factors among Iranian farmers: applying Protection Motivation Theory

Introduction: Musculoskeletal disorders (MSDs) are one of the main occupational health problems worldwide. Among different careers, the farming profession is highly prone to MSDs. A variety of factors to prevent MSDs can be named such as preventive behaviors. To determine the factors in health-related behaviors, protection motivation theory (PMT) is widely accepted as a framework. Therefore, the present study is an attempt to determine the MSD preventive factors using PMT in farmers in rural areas of Tuyserkan County. Methods: This was a cross-sectional study among 285 farmers living in Tuyserkan County in 2021. The farmers were selected through cluster random sampling from 54 health houses affiliated with the health center of the county. In the next stage, the participants were selected through simple random sampling. Data gathering was done online using a questionnaire of the constructs of PMT and a Nordic questionnaire. The collected data were analyzed in SPSS 24 using linear and binary regression tests. Results: The mean work experience of the farmers was 22.11 years, and the activity in 81.8% of the participants was in standing and sitting positions. In addition, 55.4% of the participants had at least one of the MSD symptoms and the most common symptoms were back pain (67%) and pain in the knee area (35.5%). The majority of farmers did not observe MSD alleviation behaviors. The variables perceived susceptibility, fear, self-efficacy, and behavior had protective effects against MSDs in the farmers; while, monthly income, age, work hours per day, and type of activity had intensifying effects on MSDs. Conclusions: Farming is recognized as a risky job for health and several evidences show a relationship between failure to perform preventive behaviors and the prevalence of MSDs. Given the paucity of studies using health education theories and models to examine the factors in MSDs, the present study employed the PMT framework to examine MSD factors in farmers.

Preventive behaviors of respiratory infections in staff of hospital in Kazeroon, Fars, Iran: An application of protection motivation theory.

One of the most crucial and essential methods for the prevention and management of respiratory infections is for healthcare professionals to take precautions for their own safety. Using Protection Motivation Theory (PMT), the current study looked into effective elements influencing the staff at Kazeroon's Valiasr Hospital's preventive actions against respiratory diseases. One hundred ninety-two male and 108 female employees of the Valiasr Hospital in Kazeroon, Iran, participated in this cross-sectional study, in May 2022. Census data were used as the sample technique. A questionnaire based on the PMT and a questionnaire collecting demographic data served as the data collection method. The study's content validity was confirmed by 10 health education experts, and its reliability was assessed using internal consistency techniques, resulting in a Cronbach's alpha coefficient of 0.87.The statistical program SPSS 24 was used to examine the data using the independent t test, logistic regression, and Pearson correlation. The average age was 34.11 ± 8.91 for men and 32.77 ± 6.09 for women. The majority of participants were married (73.3%), had university education (76.7%), and earned a monthly income between 10 and 15 million Tomans (75%). Notably, 97.7% of participants had received the COVID-19 vaccine, and 77.7% had undergone training related to respiratory infections. The most common preventive practices included avoiding touching the eyes, noses, or mouths, wearing appropriate protective gear, and maintaining a safe distance of 1-2m from others. Analysis of PMT constructs showed that participants had a generally positive perception toward preventive behaviors. Perceived vulnerability (P = 0.02), perceived cost (P = 0.03), and motivation (P = 0.001) were the three analyzed components that had the greatest impact on respiratory infection preventative behavior. Logistic regression revealed that perceived susceptibility, cost, and motivation significantly predicted the prevention of respiratory infections, with a predictive power of 45%. These findings highlight the importance of understanding the factors influencing preventive behaviors among hospital staff, from respiratory infections like COVID-19. According to the findings, the personnel at Kazeroon's Valiasr Hospital wore gloves, goggles, and other appropriate personal protective equipment. The individuals' decision to wear personal protection equipment was also impacted by perceived susceptibility, cost, and motivation.

Human-centric cyber security: Applying protection motivation theory to analyse micro business owners’ security behaviours

Purpose The current advancements in technologies and the internet industry provide users with many innovative digital devices for entertainment, communication and trade. However, simultaneous development and the rising sophistication of cybercrimes bring new challenges. Micro businesses use technology like how people use it at home, but face higher cyber risks during riskier transactions, with human error playing a significant role. Moreover, information security researchers have often studied individuals’ adherence to compliance behaviour in response to cyber threats. The study aims to examine the protection motivation theory (PMT)-based model to understand individuals’ tendency to adopt secure behaviours. Design/methodology/approach The study focuses on Australian micro businesses since they are more susceptible to cyberattacks due to the least security measures in place. Out of 877 questionnaires distributed online to Australian micro business owners through survey panel provider “Dynata,” 502 (N = 502) complete responses were included. Structural equational modelling was used to analyse the relationships among the variables. Findings The results indicate that all constructs of the protection motivation, except threat susceptibility, successfully predict the user protective behaviours. Also, increased cybersecurity costs negatively impact users’ safe cyber practices. Originality/value The study has critical implications for understanding micro business owners’ cyber security behaviours. The study contributes to the current knowledge of cyber security in micro businesses through the lens of PMT.

What makes students of green universities act green: application of protection motivation theory

PurposeMany environmental problems are due to the unfavorable environmental intentions and cultural–behavioral weaknesses in the relationship between man and nature. This study aims to adopt an environmental psychological perspective to green intention (GI) and green behavior (GB) of agricultural students; to this end, protection motivation theory (PMT) was used as the core of the theoretical base.Design/methodology/approachThis research method was based on descriptive–correlational and causal–relational analyses. The statistical population included agricultural students of Iranian universities with green university standards (N = 5,582). Out of the total population, 384 students were selected as the study sample. The research instrument was a questionnaire whose validity was confirmed using a panel of experts and the average variance extracted. Also, its reliability was verified by Cronbach’s alpha coefficients (0.61 ≤ α ≤ 0.92), principal component analysis and composite reliability index.FindingsThe results of structural equation modeling showed that the obtained model is able to explain 36.3% and 5.56% of GB and GI variance changes, respectively. In addition, the results revealed that GI has the greatest effect on GB (β = 0.362).Research limitations/implicationsIt is worth to mention that according to the results, most of the independent variables, besides the direct effects they have on students’ GB, also indirectly affect this variable. This effect was performed through the key variable – GI. In other words, it can be concluded that the GI variable successfully mediates the effects of variables such as response efficacy (RE), self-efficacy (SE) and environmental norms (EN). Therefore, it is suggested that in the behavioral changes interventions in GB of agricultural studies, it should be considered that the presence or absence of GI can affect the actual behavior of individuals. In other words, it is recommended that to accelerate actual behavioral changes, behavioral interventionists should first focus on encouraging people’s GI.Practical implicationsIt can be said that the conclusion of this research can provide a basis for the successful encouragement of students to GB. First, GI, as a key element, can mediate the impacts of variables such as RE, SE and EN on students’ GB. Second, PS only directly affects students’ GB. Third, RE has no significant impact on GB, but its effect on GI is significant. Fourth, RC affects students’ GI directly, without mediation. Fifth, SE and EN constructs affect students both directly and indirectly GB of students through GI. Knowing the location of the effect of these variables on each other and the role they have in explaining GI and GB of agricultural students presented some suggestions that can prepare the ground for further development of GB. Hence, managers, students, agricultural educators and other users can use these results to accelerate GB changes.Originality/valueThe conclusion of this research might provide a basis for the successful encouragement of students to GB. In interventions to change GB, it would be essential to pay enough attention to the fact that the presence or absence of GI might affect the actual behavior. It is suggested that behavioral interventionists focus on encouraging people’s GI so as to be able to accelerate the actual behavioral changes.

Application of protection motivation theory in epidemic prevention in patients with respiratory diseases under the COVID-19 pandemic: A cross-sectional study.

This study aimed to investigate the effects of nursing intervention based on protection motivation theory (PMT) on patients with respiratory diseases in the context of the Coronavirus Disease 2019 (COVID-19) pandemic. A total of 74 patients with respiratory diseases who were hospitalized from June 2020 to February 2021 were enrolled and stratified into a control group (n = 37) and an experimental group (n = 37) according to a stratified random sampling method. The control group adopted a routine nursing intervention program of the respiratory department, whereas the experimental group received a PMT-based nursing intervention program on the basis of the control group. Chronic Disease Self-Management Study Measures (CDSMS) and Self-Efficacy for Managing Chronic Diseases 6-item Scale (SECD6) were used to evaluate the effect of PMT intervention before intervention, after 1 week, and after 4 weeks of intervention. The levels of forced vital capacity (FVC), forced expiratory volume in 1 second (FEV1), FEV1/FVC and peak expiratory flow (PEF) were measured to evaluate pulmonary function. Before the intervention, there were no significant differences in the scores of CDSMS and SECD6 scales and liver function indexes between the two groups (p > 0.05). After 1 and 4 weeks of intervention, the scores of CDSMS and SECD6 scales of the experimental group were significantly higher than those of the control group (p < 0.0001). The indexes of pulmonary function of the experimental group were improved, but there was no significant difference compared with the control group (p > 0.05). Nursing intervention based on PMT contributes to the improvement of self-management behaviors and self-efficacy, which is conducive to the prognoses of patients.

Pandemic travel fear, travel intention, and self-protection intention of Chinese residents: an application of protection motivation theory

ABSTRACT This study examines the attitudes of Chinese residents toward pandemic travel fear, travel intention, and self-protection intention based on Protection Motivation Theory (PMT) as the study framework. Compared to previous research in this area, we employed the full suite of PMT factors in this study. An online survey was used to collect the views of 560 Chinese residents in six major Chinese cities in 2022. The results demonstrated that the PMT model provides a useful framework for understanding pandemic travel fear. Although perceived severity, perceived vulnerability and perceived response cost have significant positive relations with pandemic travel fear, perceived reward has a significant negative influence on pandemic travel fear. However, perceived response efficacy and perceived self-efficacy do not have a significant relationship with pandemic travel fear. Indeed, pandemic travel fear has significant negative and positive impacts on travel intention and self-protection intention, respectively. Practical implications of the study are discussed.

Personal protective behaviors in response to COVID-19: a longitudinal application of protection motivation theory.

Disease outbreaks are expected to occur more frequently and spread more rapidly in the age of globalization. Personal protective behaviors strongly affect infection and death rates worldwide. It is therefore of prime importance to better understand which factors predict personal protective behaviors during a pandemic. Protection motivation theory (PMT) proposes that people's motivation to protect themselves is based on two appraisal processes: threat appraisal and coping appraisal. Building on PMT, this longitudinal study aimed to predict personal protective behaviors in response to COVID-19, including hand hygiene, physical distancing, and mask wearing. In the first wave of the study (November, 2020), the two appraisal processes as specified in PMT as well as intentions to perform protective behaviors were assessed in a representative sample of German adults (N = 328). In the second wave of this study, which was conducted one month later, the frequency of protective behaviors was measured. Structural equation modeling was used to test whether threat and coping appraisal predicted intentions and protective behaviors. Response rate for the second wave was high (87%). For all three behaviors, self-efficacy predicted intentions and also indirectly behavior (i.e., mediated via intentions). Furthermore, exploratory tests of alternative theoretical models suggested that both self-efficacy and costs have direct effects (i.e., independent from their relationship with intentions) on performed behavior. To support individuals to engage in protective behaviors during a pandemic, it is important to reduce barriers to action and to foster individuals' self-efficacy.

Tourists’ Compliance With Public Policy and Government Trust: An Application of Protection Motivation Theory

Based on the Protection Motivation Theory (PMT), this study investigates the impact of risk perception (threat appraisal and coping appraisal) and trust in the destination government on tourists’ self-protective behavior. Survey data from 450 international tourists from the United States were collected through mTurk and analyzed using structural equation modeling (SEM) with SmartPLS 3.0. The results suggest that tourists’ self-protective behavior is directly influenced by their perception of threats and the appraisal of coping mechanisms, but not by trust in the destination government. However, trust in the destination government has an indirect effect on self-protective behavior mediated by threat appraisal and coping appraisal. Thus, tourism stakeholders must focus on building and maintaining trust in government to encourage compliance and self-protective behavior of tourists. Limitations, implications, and suggestions for future research are further discussed.

An application of protection motivation theory to understand the influence of fear-appeal media on stated donations for coral reef restoration

This study applied a Protection Motivation Theory (PMT) framework and Extended Parallel Process Model to explore respondents’ emotional and behavioral responses to video treatments that messaged varied outcomes for coral reef health and pro-environmental behavioral adaption. Four video treatments manipulating fear-appeal messaging with higher or lower proportions of content focused on threats to coral reefs and reassurance about coral reef restoration were presented to respondents (n = 1636). Messaging with equal proportions of threat and reassurance stimulated higher arousal, which had the greatest impact on stated behavioral intent to donate for coral reef restoration. Negative-affectivity, driven by higher proportions of threat in video messaging, was also related to higher stated donations. Sub-group comparisons revealed respondents who had taken vacations in coral reef destinations were significantly more aroused by the videos and stated higher donations than those who had not. PMT antecedents threat-appraisal, coping-appraisal, and response-costs dynamically influenced emotional responses to fear-appeal videos.

Application of Protection Motivation Theory to COVID-19 vaccination among a predominantly Hispanic sample of adolescents

Despite the efficacy and widespread availability of COVID-19 vaccines, vaccine uptake has been relatively low in U.S. Hispanic communities, especially among adolescents. This study examined vaccination status among 444 high school students in predominantly Hispanic neighborhoods of Los Angeles County, California in May-June 2022 (mean age = 15.74 years, 55% female, 93% Hispanic). Guided by Protection Motivation Theory, we hypothesized that the odds of being fully vaccinated (at least 2 vaccine doses) would be significantly associated with higher levels of perceived severity, perceived vulnerability, response efficacy, and self-efficacy. 79% of the respondents were fully vaccinated. Binary logistic regression analyses found that response efficacy (belief in the effectiveness of the COVID-19 vaccine) and self-efficacy to get vaccinated were significantly associated with the likelihood of being fully vaccinated. Perceived severity of COVID-19 and perceived vulnerability to COVID-19 were not associated with the likelihood of being fully vaccinated. Results indicate that health communications are needed to convince Hispanic adolescents and their parents that the COVID-19 vaccine is effective, and outreach efforts are needed to remove barriers to vaccination among this population.

Application of protection motivation theory and cultural tightness-looseness for predicting individuals' compliance with the government's recommended preventive measures during regular prevention and control of the COVID-19 pandemic in China.

In the period of regular prevention and control of the COVID-19 pandemic, the public must continue to comply with the government's recommended preventive measures to further curb the pandemic. Based on the theories of protection motivation and cultural tightness-looseness, this study investigates individuals' compliance with the government's recommended preventive measures during this period in China. It also establishes a moderated mediation model to explore the underlying mechanisms. We used structural equation modeling and latent model structural equations to analyze data from an online survey of 443 participants. The analysis showed that media exposure significantly predicted perceived severity, maladaptive rewards, self-efficacy, response efficacy, and response cost. Perceived severity, self-efficacy, and response efficacy were positively associated with protection motivation, which, in turn, was positively associated with individuals' compliance. Additionally, protection motivation positively affected individuals' compliance via implementation intention, and perceived cultural tightness-looseness significantly moderated the association between protection motivation and implementation intention. This study helps to better understand individuals' compliance from a theoretical perspective and provide practical advice on promoting individuals' compliance with the government's precautionary measures.

Climate change adaptation behaviour of forest growers in New Zealand: an application of protection motivation theory

Climate change is likely to have significant impacts on the forestry sector in New Zealand. However, an understanding of how forest growers are reducing their risks from climate change impacts is still in its infancy. This paper applies the protection motivation theory to identify socio-psychological factors influencing forest growers’ adaptation to climate change. This study presents the survey results from 60 forest growers who have the combined responsibility for managing more than 70% of New Zealand’s plantation forests. We investigated whether their perceived response efficacy, self-efficacy and their understanding of response costs are predictors of their protective or adaptive measures. Based on our survey, risk reduction and risk spreading are the two types of protective measure frequently reported by the respondents to deal with climate risks. Consistent with the protection motivation theory, our findings show that respondents who are more likely to implement protective or adaptive measures if they perceive the threat severity to be high have high self-efficacy and resource efficacy, and exhibit low maladaptive responses such as evading and postponing behaviours. Furthermore, our findings also suggest that there is a low self-efficacy belief with strong maladaptive behaviour among the respondents that negatively influence their motivation to implement adaptation measures. This result provides guidance to policy makers, researchers and forest companies on how to make climate change adaptation efforts effective by considering the forest growers motivation to adapt to climate change.

The application of Protection Motivation Theory in predicting AIDS prevention behaviors in drug addicts living in addiction treatment camps

Background: Today, addiction, especially injectable addiction, is the most important risk factor for viral diseases transmitted through blood, such as AIDS, hepatitis C and B. Objectives: The present study was conducted with the aim of determining the predictive factors of AIDS prevention behaviors based on the protection motivation theory (PMT) in drug addicts living in addiction treatment camps in city of Rasht, North of Iran. Materials &amp; Methods: This cross-sectional-descriptive study was conducted on 320 drug-dependent patients living in addiction treatment camps in Rasht city. The samples were selected by simple random sampling method. The required data was collected through a questionnaire and then analyzed using multivariate linear regression model. Results: There was a very weak significant correlation between the HIV prevention behaviors and constructs of PMT including perceived self-efficacy (r=0.20), knowledge (r=0.16), reward (r=0.15), perceived response cost (r=0.14), perceived response efficiency, and fear (r=0.11). The PMT model accounted for 7% of variation in HIV prevention behaviors. Though, the model explained 38% of variance of protection motivation. Conclusion: The PMT model could not predict HIV prevention behaviors. There are many other factors such as low intention that may interfere for adopting the desired behaviors. So, it is suggested to explore a wider range of psychosocial factors in future research.

Towards rural women's pro-environmental behaviors: Application of protection motivation theory

Strengthening pro-environmental behaviors is one of the approaches to protect the environment. Women make up half of the rural human society and their role in environmental activities is significant. The purpose of this study was to predict the rural women's pro-environmental behaviors (RWPEB) using protection motivation theory (PMT). The research method was descriptive-correlation which was done using structural equation modeling (SEM). Data gathering instrument was a standard questionnaire whose validity was assessed by convergent validity (CV) and its reliability was assessed by calculating Cronbach's alpha (α) and composite reliability (CR). The statistical population was rural women in Kermanshah township in Iran, 214 of whom were considered as a sample by stratified random sampling with proportional assignment. Data analysis was performed with SPSS and SmartPLS software. Based on the research findings, it was found that RWPEB is moderate. SEM results showed that perceived severity (PS) and self-efficacy (SE) variables had a direct, positive and significant effect on RWPEB. In addition, the variable of environmental awareness (EnAw) had a positive and significant effect on RWPEB indirectly through PMT components. Therefore, by improving the EnAw, SE and PS status of environmental issues among rural women, it is possible to develop their pro-environmentalist behaviors. For this purpose, paying attention to the balance in environmental policy-making and decision-making between rural women and men in the direction of environmental behaviors and focusing on the participation of rural women is a serious requirement. • The purpose was to predict the rural women's pro-environmental behaviors (RWPEB). • Theocratical background was protection motivation theory (PMT). • The research method was descriptive-correlational which was done using SEM. • Perceived severity (PS) and self-efficacy (SE) had positive and significant effect on RWPEB. • Balance in environmental policy-making between rural women and men is a serious requirement.

Gig workers’ self-protective behaviour against legal risks: an application of protection motivation theory

PurposeGiven the illegal nature of the gig economy in some cities, this study aims to draw on protection motivation theory to examine the formation of Uber drivers’ self-protective behaviour against legal risks.Design/methodology/approachIn-depth interviews with 10 Uber drivers in Hong Kong were conducted to yield eight maladaptive perceptions, which were then validated using online surveys completed by 232 Uber drivers. These results were then used to examine a mechanism through which threat appraisal, coping appraisal and maladaptive perceptions influence drivers’ unwillingness to work and weekly working hours.FindingsEight maladaptive perceptions were found to empirically fit a bidimensional conceptualization of cognitive and affective components that significantly reduce workers’ unwillingness to work illegally in the gig economy. The effects on Uber drivers’ unwillingness to work and weekly working hours varied across threat appraisal, coping appraisal and maladaptive perceptions.Practical implicationsPlatform companies should find the results insightful because they demonstrate ways of negotiating with governments about its legality of the gig economy. The findings can also assist governments with policy development to make sense of illegal gig work or to legalize the gig economy.Originality/valueThis study complements the overoptimistic discussion of the gig economy to investigate why people engage in illegal work in this context. Protection motivation theory is applied to a new domain to explore gig workers’ maladaptive perceptions of illegal working.

Understanding the Behavioral Intentions about Holidays in the Shadow of the COVID-19 Pandemic: Application of Protection Motivation Theory.

The research aims to investigate the emotional response and protective behaviors of domestic tourists’ post-pandemic period and their holiday intentions or holiday avoidance behaviors. For this reason, understanding tourist behavior during and after significant tourism crises is critical for the recovery of the tourism industry. To achieve this aim, first, we examine the effects of perceived vulnerability and perceived severity factors in the threat appraisal of domestic tourists, the effects of the response efficacy, response cost, and self-efficacy factors in the coping appraisal, and the effects of fear and hope factors as the anticipatory emotion responses regarding protection motivation. Second, we measure the effect of protection motivation on the factors of taking a vacation and avoiding a vacation, which constitute behavioral intention. This study applies the health-related protection motivation theory to explore how domestic tourists’ behavioral intentions are influenced by Coronavirus disease (COVID-19) in the post-pandemic period. The study includes citizens residing in Türkiye who have had at least one-holiday experience in the last five years. Online questionnaire surveys were administered to 1391 domestic tourists. In the research, in addition to testing the validity and reliability of the scales, simple linear regression analysis was used to test the model based on the hypotheses experimentally. The results show that factors have internal consistency reliability, convergent validity, and discriminant validity. Response cost and hope variables are ineffective in predicting the protection motivation, and all other effect sizes (f2) are positive. All hypotheses have been supported. However, the response cost (β = −0.029, p > 0.05) has no effect on protection motivation, thus only one is rejected. As a result, domestic tourists would like to maintain the assurance of their health and safety during a holiday. An integrated model with protection motivation theory and different theories as theory of planned behavior should be implemented. As a result, this will provide a more comprehensive understanding of the complexity involved in the sustainable behavioral intentions in the post-COVID era.

Investigating the factors affecting hookah smoking during the COVID-19 pandemic: Application of Protection Motivation Theory

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Assessing the predictors of adaptive and maladaptive Covid-19 preventive behaviours: an application of protection motivation theory

ABSTRACT Despite the high death toll of the COVID-19 pandemic, reported rates of adherence to adaptive preventive health behaviours during the early wave of the pandemic were suboptimal for reducing the risk of disease spread. Additionally, some have adopted practices with the intention of preventing infection that have harmful consequences. Protection Motivation Theory (PMT), consisting of perceived vulnerability, severity, response efficacy, and self-efficacy, has been used to predict intentions to engage in behaviours in past pandemics, and can be extended to the COVID-19 outbreak. Three hundred and thirty-three American adults completed a survey in May 2020 through Amazon’s Mechanical Turk. Ten behaviours recommended by the CDC and WHO and two ‘maladaptive’ behaviours presented in the media were selected for investigation. Binary logistic regressions were conducted to assess the impacts of demographic variables and PMT constructs on behaviour frequency. Perceived severity and vulnerability were not significant predictors of behaviour frequency. Behaviour specific response efficacy and self-efficacy were significant predictors of 11/12 (odds ratios: 2.70–6.22) and 10/12 (odds ratios: 2.59–4.64) behaviours, respectively. Age, gender, education, political ideology, perceived severity, and perceived vulnerability were generally unimportant predictors. Beliefs about the effectiveness of the behaviour and one’s ability to carry out that behaviour consistently seem to be more important in predicting how often someone engages in that behaviour than the perceived dangerousness of COVID-19 and one’s believed susceptibility to infection. These results suggest that interventions trying to modulate the likelihood of engaging in preventive behaviours should focus on the effectiveness of these behaviours in reducing risk of spread and the individual’s ability to engage in these behaviours frequently rather than the dangerousness of the COVID-19 pandemic and the individual’s risk of becoming infected.