Protection Motivation Research Articles

Profiles Based on Support Relationships and the Role of Resources in Compliance to Precautions: Lessons from the COVID-19 Crisis

Despite the crucial role that social support relationships play in coping with crises, there is limited knowledge on how social capital-based resources function in compliance with measures during the COVID-19 crisis, given the complex effects created by the conditions of the support relationship. Synthesizing the capital perspective with the protection motivation approach, this study addresses the negative and positive capital effects in the capital-preventive behavior relationship by examining the role of individual and social resource-based factors in the adaptation of profiles based on support relationships. Results revealed five profiles based on social support relationship conditions. In particular, low compliance commitment was seen in the family-intensive profile, where the support relationship was reciprocal and characterized by strong family ties, similar to the profile without a support relationship. The fact that factors based on social resources are common risk factors in profiles with support relationships with more groups implies that these groups may be more open to social capital effects. The results emphasize that factors related to individual or social resources should be taken into account according to capital potential in the management of crises that require collective action.

Are public disease outbreaks still relevant to tourists’ decisions about using shared mobility?

ABSTRACT This research note investigates how potential public health crises affect shared mobility use by tourists. Using mixed methods, it extends the Protection Motivation Theory and Usage Situation Theory by exploring how trust and risk management influence usage intentions among current users and non-users of shared mobility services. Its qualitative analysis reveals the importance of tailored communication and transparency from service providers to foster trust and encourage adoption. Its quantitative ones indicate that experienced users emphasise coping mechanisms, whilst non-users are more swayed by perceived threats. Although COVID-19 restrictions have eased, work of this kind will remain relevant as the tourism sector adapts to enduring changes and prepares for potential future crises. By offering strategies to enhance shared mobility resilience during health emergencies, this study provides valuable guidance for tourism, hospitality and mobility stakeholders navigating an uncertain time.

Evaluating the usefulness of Protection Motivation Theory for predicting climate change mitigation behavioral intentions among a US sample of climate change deniers and acknowledgers

BackgroundThis paper summarizes data from 7 studies that used Protection Motivation Theory (PMT) to guide climate messaging with the goal of increasing climate-mitigating behavioral intentions. Together, the studies address 5 research questions. 1) Does PMT predict behavioral intentions in the context of climate change mitigation? 2) Does PMT work similarly for climate change deniers vs acknowledgers? 3) Are the effects of threat and efficacy additive or multiplicative? 4) Does adding measures of collective threat and efficacy improve the model accuracy for a collective problem like climate change? 5) Can threat and efficacy appraisals – and ultimately behavioral intentions – be shifted through climate messaging?MethodsSeven online experiments were conducted on US adults (N = 3,761) between 2020 and 2022. Participants were randomly assigned to a control condition or to one of several experimental conditions designed to influence threat, efficacy, or both. Participants indicated their belief in climate change, ethnicity, gender, and political orientation. They completed measures of personal threat and efficacy, collective threat and efficacy, and behavioral intentions.ResultsMultiple regressions, ANCOVAs, and effect sizes were used to evaluate our research questions. Consistent with PMT, threat and efficacy appraisals predicted climate mitigation behavioral intentions, even among those who denied climate change. Different interactions emerged for climate deniers and acknowledgers, suggesting that in this context threat and efficacy are not just additive in their effects (but these effects were small). Including measures of collective threat and efficacy only modestly improved the model. Finally, evidence that threat and efficacy appraisals can be shifted was weak and inconsistent; mitigation behavioral intentions were not reliably influenced by the messages tested.ConclusionsPMT effectively predicts climate change mitigation behavioral intentions among US adults, whether they deny climate change or acknowledge it. Threat appraisals may be more impactful for deniers, while efficacy appraisals may be more impactful for acknowledgers. Including collective-level measures of threat and efficacy modestly improves model fit. Contrary to PMT research in other domains, threat and efficacy appraisals were not easily shifted under the conditions tested here, and increases did not reliably lead to increases in behavioral intentions.

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.

Predictors of self-care behaviors in hypertensive patients based on the protection motivation theory

IntroductionGlobally, hypertension is a significant public health concern and a leading cause of premature death. Since this disease is incurable, it is necessary to promote patients’ self-care behaviors to control it. The goal of this research was to identify the elements that influence self-care actions in individuals with hypertension, utilizing the Protection Motivation Theory (PMT) framework.MethodsA study was carried out in Omidiyeh, located in southern Iran, using a cross-sectional design, involving 397 adults with hypertension (198 females and 199 males) who were selected from comprehensive health centers using a stratified random sampling technique. Data was gathered through a demographic data collection form and a questionnaire created by the researcher, which was based on the PMT. Data were assessed utilizing SPSS 25 and AMOS 24 software, and various statistical tests including one-way ANOVA, Pearson correlation, multiple regression, independent t-test, and structural equation modeling were conducted.FindingsThe variables of intrinsic reward (r = 0.182), extrinsic reward (r = 0.288), and response cost (r = 0.126) showed a significant negative correlation with self-care behaviors. On the other hand, perceived susceptibility (r = 0.212), perceived severity (r = 0.110), self-efficacy (r = 0.555), and response efficacy (r = 0.424) demonstrated a significant positive correlation with self-care behaviors. Specifically, self-efficacy and response efficacy were the most powerful predictors of self-care behaviors, respectively.ConclusionThe results showed that several factors can forecast self-care behaviors in patients with hypertension. Researchers are recommended to incorporate PMT in educational interventions and concentrate on self-efficacy and response efficacy constructs.

Analyzing Protection Motivation Theory and Cognitive Failures in Texting While Driving Behavior Among Young Drivers

ABSTRACTTexting while driving (TWD) poses a significant hazard, particularly among young adults, as it requires simultaneous engagement in competing tasks. Despite widespread awareness of its dangers, drivers continue to engage in TWD. This study investigates the psychological and cognitive factors that influence TWD, employing the protection motivation theory (PMT). Structural equation modeling was conducted on a sample of 674 survey respondents aged 18–25. Factors influencing TWD behavior were revealed, including response cost, threat vulnerability, cognitive failure, self‐efficacy, and threat severity. Response cost was the primary barrier. Notably, not all subdimensions of threat appraisal and coping appraisal have a direct impact on TWD; cognitive failures serve as a mediator solely between threat vulnerability and response cost. An understanding of TWD provides insights into the TWD behavior of young drivers. By integrating the PMT with cognitive failure, this approach informs the development of interventions and regulations aimed at discouraging TWD and improving road safety.

A students’ behaviors in information security: Extension of Protection Motivation Theory (PMT)

ABSTRACT This study investigates information security behaviors among university students, focusing on the interplay of psychological and social factors influencing their behavioral intentions and actions. By integrating the Theory of Planned Behavior, Protection Motivation Theory, and General Deterrence Theory, the research offers a comprehensive understanding of factors such as self-efficacy, perceived risk vulnerability, response cost, and response efficacy. Utilizing structural equation modeling (SEM) and Necessary Condition Analysis (NCA), the study assesses the impact of these factors on students’ information security practices. Measurement items were developed based on recent empirical studies, ensuring relevance to the contemporary digital environment. The findings reveal significant associations between these factors and students’ security behaviors, providing insights into effective strategies for promoting information security awareness and practices. This research contributes to the academic discourse on digital security behaviors and offers practical implications for enhancing information security measures within university settings.

Artificial intelligence-driven skin aging simulation as a novel skin cancer prevention.

Skin cancer, a prevalent cancer type among fair-skinned patients globally, poses a relevant public health concern due to rising incidence rates. Ultraviolet (UV) radiation poses a major risk factor for skin cancer. However intentional tanning associated with sunburns remains a common practice, notably among female adults Appropriate prevention campaigns targeting children and adolescents are needed to improve sun-protection behavior particularly in these age groups. The aim of our study is to investigate if an AI-based simulation of facial skin aging can enhance sun-protection behavior in female adults. In this single-center prospective observational pilot study at Department of Dermatology at the University Hospital of Basel, we took photographs of healthy young females' faces with a VISIA-CR camera (Canfield Scientific Inc., Parsippany, New Jersey, Version 8.2) between February to March 2021. Digital images were performed in three angles (straight, left 45°, right 45°). All participants received an AI-based simulation of their facial skin with continuous aging to 80 years. A newly created anonymous questionnaire capturing participants' sociodemographic data and also tanning and sun-protection behavior was completed in pre- and post-aging simulation. To observe long-term effects, a 2-year follow-up was conducted between March to April 2023. The 60 participants (mean age 23.6±2.5 years) evaluated the importance of sun-protection significantly higher after skin aging simulation with VISIA-CR camera (p<0.0001; 95%-CI:8.2-8.8). Post-intervention, 91.7% (55/60) of the females were motivated to reduce UV exposure and to intensify UV protection in the future since the individual UV-dependent risk was perceived significantly higher (p<0.001; 95%-CI: 5.9-6.7). At two-year follow-up, 96% (24/25) indicated persistent effort reducing UV exposure. The preference for SPF50+ sunscreen increased to 46.7% (28/65) directly after the skin-aging simulation and continued to rise up to 60.0% (15/25) after two years. Our data emphasize the potential of AI-assisted photo-aging interventions to enhance motivation for UV protection in the short and the long term We encourage that different age and gender groups are addressed in a personalized, generation-specific manner with the appropriate media and by considering the Hawthorne effect. Campaigns with visual AI support can improve the intent of cancer-preventative behavior.

Correction to: Unlocking the link: protection motivation intention in ethics programs and unethical workplace behavior

Correction to: Unlocking the link: protection motivation intention in ethics programs and unethical workplace behavior

Residential water choices: Assessing the willingness to adopt alternative water sources by examining risk perceptions and personal norms in Belgium

With escalating freshwater scarcity, transformative shifts in infrastructure, technology, and societal attitudes are essential. This study applies Protection Motivation Theory to explore how perceived water scarcity impacts individuals' willingness to reduce tap water consumption and increase the use of alternative sources in households. An online survey (n = 2623) in Belgium assessed acceptance of tap water, rainwater, and recycled greywater for various household activities. Sequential regression analysis examined the influence of threat appraisal, coping appraisal, personal norms, and socio-demographics on this willingness. The results indicate that willingness to conserve tap water is strongly driven by self-efficacy rather than risk appraisal. Conversely, willingness to use rainwater and recycled greywater depends on perceived future water scarcity, perceived self-efficacy, and personal norms. Perceptions of present water scarcity negatively influenced the willingness to use rainwater and recycled greywater, suggesting a boomerang effect. However, future water scarcity perceptions encourage the use of alternative water sources, providing a nuanced perspective. These findings provide valuable insights into the acceptance of alternative water sources and underline the importance of context-specific approaches, enhancing self-efficacy and personal norms to encourage the adoption of alternative water sources for household activities, ensuring effective freshwater conservation.

A sustainable step forward: Exploring factors influencing the purchase intentions towards remanufactured products using fsQCA

The rapid advancement of industrialization has led to a growing concern about resource shortages and environmental pollution. Sustainable manufacturing practices, particularly in the context of remanufactured products, have been extensively researched from the B2B perspective. Comparatively fewer studies have examined consumer behavior in the context of remanufactured electrical appliances. This study merges components from the Theory of Planned Behavior and Protection Motivation Theory with additional variables into a framework for predicting purchase intentions. Noting the complex, asymmetric nature of causation, an asymmetrical configurational approach using fsQCA is used for analysis. Data were collected form 411 consumers in the U.K using quota sampling technique. The findings show that both components of attitude (experiential and instrumental) as well as a high threat appraisal (perceived severity and vulnerability) are present in all configurations predicting high purchase intention. Self-efficacy and response efficacy are also important conditions present in many configurations. The paper ends with some novel insights on consumer behavior with respect to remanufactured products, and a discussion of theoretical and managerial implications.

Healthcare innovation adoption in Africa: the case of long-lasting insecticide nets in Ghana using protection motivation theory

Objective Studies have shown that healthcare innovation adoption is complex. Using Long-lasting insecticidal nets (LLINs), an innovation for malaria prevention, the study aimed to understand factors considered in the adoption of healthcare innovations in Africa. Methods and Measures Using qualitative methods, we interviewed 10 household heads in Ghana who had freely received LLINs during a malaria campaign. We analyzed our data using a deductive thematic analysis approach utilizing the protection motivation theory (PMT) as our framework. Results We found that the constructs of PMT: perceived severity, perceived vulnerability, perceived response efficacy, and perceived self-efficacy influenced the adoption of healthcare innovation (i.e. LLINs). We also found that misconceptions about malaria infection and prevention influenced the perceived response efficacy of LLINs which could undermine LLINs usage. Conclusion The constructs of PMT are important in the decision to use LLINs. Misconceptions about malaria infection and prevention could undermine the decision to use LLINs. Future studies should investigate ways to address these misconceptions.

Determinants of consuming functional fermented foods: An integrated structural model approach

Functional fermented foods are increasingly recognized for their positive impact on human health, and this study aims to identify the factors that influence these products’ consumption in Iran. The study uses structural equation modeling (SEM) to test the conceptual model incorporating the theory of planned behavior (TPB), protection motivation theory (PMT), and flow theory (FT). Data from 319 individuals having prior experience with such foods were analyzed to test the hypothesized relationships. Based on the results, the integrated model components demonstrated a strong predictive power, explaining 70.6% of the variance in functional fermented food consumption. The study found that perceived vulnerability, perceived severity, and response cost from the PMT were the main drivers of functional fermented food consumption among Iranians. The study also offers practical insights, including highlighting health benefits, promoting pleasurable aspects, and mitigating accessibility challenges to these foods for Iranian consumers.

Balancing Students’ Perceptions of Safety and Emergency Preparedness: A Quasi-Experimental Test of Protection Motivation Theory as it Relates to Lockdown Drills

ABSTRACT Widespread concern and criticism exist about lockdown drills, which are currently employed in 98% of public K-12 schools in the United States. Despite the proliferation of these practices, however, research is only beginning to consider their impacts on students. This study explores students’ participation of lockdown drills through the lens of Protection Motivation Theory (PMT) with particular focus on how their perceived safety and emergency preparedness impacts their likelihood of engagement with self-protective behaviors. Data were collected from high school students prior to and immediately after participation in a lockdown drill. Findings revealed that, consistent with PMT, perceptions of school safety were significantly correlated with use of self-protective and avoidant behaviors, which also was further mediated through perceived risk of victimization. Conversely, there was no direct or mediated relationship between these outcomes and perceived emergency preparedness. Broader takeaways from our findings, including implications for policy and practice, also are discussed.

Consumption Habits in Revenge-Buying: A Conceptual Model Integrating Protection Motivation Theory and the Concept of Attitudes

Upon lifting lockdown measures, pent-up consumer demand resulted in a phenomenon known as “revenge-buying” that was influenced by cognitive and habitual factors. This study collected 629 samples from Beijing consumers using straightforward online random sampling methods, ensuring the sample’s representativeness. Structural equation modeling was employed to investigate the impact of cognitive factors on revenge-buying after lockdowns and explain this phenomenon from the consumers’ habitual behavior perspective. Specifically, we developed a novel model that incorporates insights from the concept of attitudes and habits literature within the framework of the protection motivation theory to address this research question. The results reveal that habit significantly affects all cognitive factors, except response cost. Cognitive factors such as perceived severity, perceived vulnerability, response efficacy, self-efficacy, and response cost all play a role in shaping consumers’ attitudes and driving revenge-buying behavior. Furthermore, consumers’ habits contribute significantly to their likelihood of revenge-buying. This study provides empirical evidence for revenge-buying, and the proposed theoretical model offers a more complete understanding of the cognitive factors and habits that drive this behavior. These findings can help businesses to attract consumers, improve satisfaction, and better compete in the context of revenge-buying, ultimately benefiting both consumers and businesses involved in this behavior.

Misinformation and perception of COVID-19 and risk assessment among people in Pakistan: A pilot study.

During the coronavirus pandemic, misinformation was circulated through technology and social media on a large scale. Since people rely on media to keep connected and informed, misinformation can prevent them from staying safe. To examine the quality of information reaching Pakistanis, the effect of information/misinformation on people's perception, and its relationship with risky health behaviours in different demographical groups. A community sample of N= 103 Pakistanis was assessed using a mixed-method cross-sectional survey research design to investigate their sources of knowledge/information, perceptions of coronavirus-related facts, and risky health behaviours. Content analysis of the material that participants read/watched indicated the possible effect of media on people's perception of COVID-19. Specific demography (e.g., increasing age) and people's tendency to believe misinformation/information may indicate risky health behaviours pertaining to coronavirus infection. Findings showed how the models considered (social cognitive theory, biological warfare conspiracy theory, theory of planned behaviour, protection motivation theory, the health belief model, and biopsychosocial model) may be relevant to examination of the effects of misinformation on different demographic groups. The findings and models need to be verified on larger, more representative samples of Pakistanis using a large-scale survey based on the insights obtained from this pilot study.

Investigating Effectiveness of Informing Users About Breach Status of Their Email Addresses During Website Registration

The ever-increasing number of data breaches targeting user credentials has become undeniable reality in our digital age. Although there are third-party breach notification services (e.g., Have I Been Pwned, Firefox Monitor) that allow users to check whether their credentials have been involved in data breaches, the number of users who are aware of or use such services may be limited. To better inform users about the breach status of their accounts, we designed a prototype registration system where the website uses readily available information (e.g., email address) to check whether this account was involved in a data breach, and then inform the user about the breach status of the email address while signing up for a website. We investigated the effectiveness of this system by performing an online study (n = 373) in which participants were asked to register to a mock-up website that presented them with a data breach notification based on Protection Motivation Theory (PMT). We found that 64% of participants were exposed in one or more breaches. A follow-up survey, 3 days after the initial survey, was conducted to determine if there were any behavior changes (e.g., changing passwords) of participants whose accounts were involved in some data breaches. We found that 40% of the participants changed their passwords on their some accounts. Finally, we present our qualitative data analysis to shed light on participants’ motivations behind their decisions as well as their perceptions of the integration of our prototype registration system.

Understanding Mechanism to Improve Willingness for COVID-19 Vaccine Uptake Among Young Chinese Adults: Evidence From Protection Motivation Theory.

Understanding Mechanism to Improve Willingness for COVID-19 Vaccine Uptake Among Young Chinese Adults: Evidence From Protection Motivation Theory.

Exploring the determinants of online health service usage intentions under the threat of air pollution.

The rapid evolution of online health services (OHS) has significantly improved healthcare accessibility. However, the impact of air pollution on individuals' willingness to engage with OHS remains underexplored in the existing literature. This study addresses this gap by investigating how air pollution threats influence the intention to use OHS, grounded in Protection Motivation Theory (PMT) and Rational Choice Theory (RCT). Using cross-sectional survey data, a theoretical model was developed and tested to examine the relationships between threat appraisal, coping appraisal, perceived benefits, perceived costs, and OHS usage intentions. The findings indicate that threat appraisal, coping appraisal, and perceived benefits positively affect the intention to use OHS, while perceived costs negatively impact usage intention. Additionally, age significantly moderates the relationship between coping appraisal and the intention to use OHS. This study extends the application of PMT and RCT in the context of OHS. It provides valuable insights into the factors influencing users' intentions to utilize these services, with implications for improving OHS adoption in environments affected by air pollution.

Interregional watershed services: Valuation of the benefits of controlled embankment breaches to manage urban flood risk

The Lower Mekong delta of Vietnam, particularly Can Tho city, is highly susceptible to flooding which urgently calls for significant efforts to mitigate urban flood risks. A possible measure to reduce flood risk is the application of controlled embankment breaches (CEB) in a rural province upstream. Utilising a Protection Motivation Theory approach, this paper uses a contingent valuation to assess the welfare effects of a reduction of flood risks in the city resulting from CEB in the upstream region of the delta. The findings revealed that households residing in the downstream areas of Vietnamese Mekong Delta were willing to financially support the implementation of the CEB upstream in An Giang city, as a measure to alleviate urban flood threats in Can Tho city. These results suggest that interregional cooperation, involving the concept of payments for watershed services between regional jurisdictions, may help to effectively mitigate flood risk in a low-lying population centre in a major river delta. As such, these findings can inform policies for urban flood risk mitigation regarding the development of a more comprehensive flood risk reduction strategy in similar geographical contexts.