Psychological Motivation Research Articles

Unperplexing The Nexus Between E-Commerce Website Assistance and Online Brand Advocacy: Roles of Self-Presentation and Hedonic Value

ABSTRACT The complexities of online brand advocacy (OBA) were investigated using social exchange theory. Recognizing the need to understand better the psychological antecedents influencing OBA, this research examines the interaction of e-commerce website assistance, self-presentation, hedonic value, and OBA. Data was gathered from consumers of e-commerce websites (i.e. AliExpress, Rakuten, and Amazon). The multigroup analysis findings show that e-commerce website assistance, self-presentation, and hedonic value positively influence OBA. Moreover, the nexus between self-presentation and OBA was positively affected by the hedonic value. This paper aims to comprehensively understand the psychological and rational motivations driving OBA behaviors, contributing to the theoretical foundations of consumer behaviors in e-commerce domains. Findings are expected to provide valuable insights for marketers and academics, guiding strategies to foster positive consumer–brand relationships in the ever-changing landscapes of online commerce.

Assessing farmers’ intention to adopt drought insurance. A combined perspective from the extended theory of planned behavior and behavioral reasoning theory

Agriculture in Mediterranean climates, such as that of southern Spain, is highly vulnerable to climate change, and particularly to hydrological drought. Financial instruments such as weather index-based insurance have been developed in response to increasing climate risks. In previous studies of intention to adopt this type of insurance, little attention has been paid to farmers’ underlying psychological motivations related to their perceptions of climate change, reasons for or against insurance adoption, attitudes toward insurance, subjective norms, or perceived control over the instrument. To comprehensively address this gap, a combined exploratory model based on the theory of planned behavior and behavioral reasoning theory is proposed. Specifically, the aim of this research is to analyze the psychological factors that determine farmers' intention to adopt drought insurance. The conceptual model is tested on a sample of 146 farmers from an irrigated area in the lower Guadalquivir region of Andalusia. The data are analyzed using partial least squares structural equation modeling (PLS-SEM). Contrary to expectations, the results of the study suggest that belief in climate change does not significantly influence the reasons for or against insurance adoption, nor the attitudes toward or perceived control over it. The recommendations drawn from this study can contribute to the design of more effective policies and communication strategies that address farmers' psychological perceptions and motivations, thereby helping to boost the adoption of drought insurance.

Influencing factors and physiological parameters of psychological hurdle and motivation immediately prior to exercise.

To obtain the benefits of exercise as physical inactivity becomes a global concern, managing psychological hurdles to exercise implementation is important. This study examined troublesomeness, motivation, and physiological parameters immediately before exhaustive exercise. Thirty-one healthy university students (mean age 19.87±2.21 years, 19 female) performed two conditions on separate days: performing push-ups to exhaustion (PE condition) and performing push-ups of the 30% count of the PE condition (P30 condition). Before the push-ups, the participants sat at rest for 5 minutes and were asked about their psychological states; after the first 2 minutes, PE or P30 conditions to be performed that day were disclosed to prepare them psychologically. During the rest, changes in the heart rate variability (HRV), pupil diameter, and front polar area (FPA) neural activity were measured before and after disclosure. Troublesomeness and FPA neural activities were significantly higher in the PE than in the P30 (P<0.001, P=0.04, P=0.01). Correlation analysis revealed correlations between motivation and pupil diameter (P=0.002), and negative correlations between total physical activity (TPA) and negative image of exercise (P=0.01). FPA activity could reflect the psychological hurdle to exhaustive exercise, pupil diameter could reflect the motivational arousal to exercise, and TPA could modulate the psychological hurdle.

Influence of Combat Experience on Psychophysiological and Fine Motor Skill Responses in Air Force Warfighters under Acute Stress

This study investigates the influence of experience on stress responses and fine motor skills among professional male military parachutists. We analyzed 132 paratroopers, divided into a non-experienced group (NEG; ≤6 parachute jumps) and an experienced group (EG; &gt;50 jumps). Baseline samples were collected 2.5 hours before participants performed a 500 m jump, with post-jump evaluations conducted immediately after landing. Results indicated that experience significantly influences fine motor skills and stress responses. Non-experienced jumpers showed greater degradation in fine motor skills and higher cortical arousal pre-jump levels, suggesting an increased anticipatory state. In contrast, experienced parachutists maintained more consistent fine motor skills and exhibited a ceiling effect in stress response. Leg strength was higher in non-experienced jumpers, reflecting youth and greater muscle mass, with no significant difference in hand strength. These findings highlight the role of experience in managing stress and maintaining motor skills under pressure. The study suggests further exploration into psychological aspects like motivation and resilience, along with the long-term effects of stress exposure. The importance of experience in high-stress military operations emphasizes the need for targeted training interventions to enhance stress-coping mechanisms in less experienced individuals.

A Study on Impacts of Psychological Factors on Sports Training

In this investigation, we dissect the many ways in which mental states affect athleticdevelopment and performance. We examine the direct and indirect impacts of psychological factorsincluding motivation, self-confidence, anxiety, and concentrate on athletes' training routines andperformance. This research aims to provide valuable insights for coaches, athletes, and sportspsychologists to improve training methodologies and optimize performance outcomes by synthesizingexisting research and adding new insights into the crucial role that mental preparation plays in athleticdevelopment.

Why the dominance of East Africans in distance running? a narrative review

Abstract Introduction Runners from East Africa including Kenya, Ethiopia and Uganda have dominated middle- and long-distance running events, for almost six decades. This narrative review examines and updates current understanding of the factors explaining the dominance of East Africans in distance running from a holistic perspective. Content The dominance of East African distance runners has puzzled researchers, with various factors proposed to explain their unparalleled success. Four key elements emerge: 1) biomechanical and physiological attributes, 2) training characteristics, 3) psychological motivations, and 4) African diet. Runners from East Africa often exhibit ectomorphic somatotypes, characterized by lean body compositions which lead them to an extraordinary biomechanical and metabolic efficiency. Their sociocultural lifestyle, training regimens beginning at a young age with aerobic activities, seem crucial, as well as moderate volume, high-intensity workouts at altitudes ranging from 2,000 to 3,000 m. Psychological factors, including a strong motivation to succeed driven by aspirations for socioeconomic improvement and a rich tradition of running excellence, also contribute significantly. A multifactorial explanation considering these factors, without a clear genetic influence, is nowadays the strongest argument to explain the East African phenomenon. Summary and outlook To unravel the mystery behind the supremacy of East African runners, it is imperative to consider these multifaceted factors. The predominantly rural lifestyle of the East African population underscores the importance of aligning modern lifestyles with the evolutionary past of Homo sapiens, where physical activity was integral to daily life. Further research is required to explain this phenomenon, with a focus on genetics.

Effect of Psychology, Organizational Culture and Motivation on Employee Performance: The Case of PT Bumi Andalas Permai

This research aims to determine the influence of psychological factors, organizational culture and motivation on employee performance at PT. Bumi Andalas Permai. This type of research is associative. The variables researchers use are psychological factors, organizational culture, work motivation and performance. The sample in this research was employees of PT. Bumi Andalas Permai is located in the Simpang Heran River - Beyuku II River Forest Group, OKI Regency, South Sumatra Province, with 117 people selected using cluster sampling. The data used in this research is primary data collected through a questionnaire. The data analysis technique used is Multiple Linear Regression. The results of this research show that (1) psychological factors, organizational culture, and motivation have a positive and significant effect on employee performance, (2) psychological factors have a positive and significant effect on employee performance, (3) organizational culture has a positive and significant effect on employee performance, (4) motivation has no significant effect on employee work motivation

Psychological Motivation Analysis of Farmers' Collective Energy-saving Behavior and Influence of Intervention Effect

The poor thermal performance of rural buildings in northern China and the serious pollution caused by loose coal combustion are practical problems that need to be solved urgently. In order to solve the two problems, this paper analyzed the current situation of the envelope structure of rural houses in the north of our country and the commonly used heating forms of farmers. It was found that the envelope structure of most rural houses did not take heat preservation measures and needed to be transformed to save energy. The commonly used heating systems for farmers are coal furnaces, hanging kang, earth heating, etc., and the wealthier rural areas use biogas or straw gasification for central heating, but there are still various problems to be improved in these systems. In order to improve the thermal performance of the farmers' building structure, the thermal performance measurement and energy-saving transformation of the enclosure structure of a typical farmer in Xiaoyi, Shanxi Province were carried out. Before the energy-saving transformation, Energy Plus software simulation analysis shows that the typical farmer can save 60% of the heating energy consumption after the energy-saving transformation. Before and after the energy-saving transformation, the actual measurement results show that the heat transfer coefficient of the wall, window and roof decreased by 72.7%, 61.59% and 64.99% respectively from 2.3 times, 1.43 times and 2.11 times the national requirement limit. The performance of the envelope structure after the energy-saving transformation can meet the national requirements. The actual statistics show that the biomass fuel consumption per unit temperature difference before and after the transformation is saved by 66.74%, which indicates that the energy-saving transformation has achieved good results, and shows the accuracy of the Energy Plus model. The psychological intervention of energy-saving transformation proposed in this study helps to improve people's awareness of energy-saving, reduces anxiety and fear, and has a very good effect on the psychological intervention effect.

Research on "Stealth Socialization" and "Persona" Construction of Youth Groups under the Perspective of Communication Psychology

Under the background of increasingly prosperous social media, online socialization has gradually become an important way of socializing between people. Compared with the traditional "face-to-face" socialization, online socialization is favored by young people because of its invisibility, convenience and other outstanding advantages. The "invisibility" behind the anonymization of the network allows young people to immerse themselves in multiple role-plays on the network platform, realize the presentation of their self-image, and form a unique digital identity construction, and the phenomenon of "social anxiety on the network" has gradually come to the forefront, and poses a challenge to the creation of a harmonious social environment. The phenomenon of "online social anxiety" is gradually emerging and poses a challenge to the creation of a harmonious social environment. The reason why "stealth" has become a social phenomenon cannot be separated from the promotion of economic and social, cultural and psychological conditions. In this paper, we intend to interpret the psychological motivation behind "stealth" from the perspective of communication psychology, combining Maslow's need theory and classical communication theories such as compensation psychology, herd psychology, social anxiety, etc., and taking the social content of microblogging as the research object.

Development and Validation of the Psychological Motivations for Playing Video Games scale (PMPVGs)

Background The gaming industry is experiencing rapid growth, and videogames in various forms have become an integral part of our daily routines. While research has delved into motivations for playing specific types of videogames, such as online multiplayer games, there is still a need for exploration of the broader concept of video game engagement, irrespective of the genre. Aim The primary aim of this study was to develop and validate a gaming motivation scale that focuses on the intrinsic reasons and psychological aspects of video game motivation. Additionally, the goal was to create a scale that does not rely on game genres to assess gamers’ motivational profiles. Research methods The study was conducted in two phases, involving a total of 2641 Italian participants. In the first phase, exploratory factor analysis (EFA) was performed with data from Italian 543 participants ( M = 28.92; sd = 8.26). In the second phase, confirmatory factor analysis (CFA) was conducted with data collected from 2098 participants ( M = 31.60, sd = 8.81), showing an adequate fit to the theorized model (𝑥2 (878) =3843.28; CFI = .95, TLI = .95, RMSEA = .040, and SRMR = .042). Key Findings and Discussion In the first part of the study, EFA confirmed 14 dimensions out of the original 18. While CFA demonstrated that the scale had good reliability, with values ranging from .77 to .94. Furthermore, significant correlations were found between the Psychological Motivations for playing Video Games (PMPVGs) scale and dimensions from the Motives for Online Gaming Questionnaire (MOGQ) and Gaming Motivation Scale (GAMS) scales. The final version of the scale comprises 12 dimensions with 45 items in total and it holds potential to explore the players’ psychological needs satisfied through the gaming activity.

Organisational anthropomorphism and its antecedents: a literature review and proposed framework

Purpose This study aims to understand the phenomenon of organisational anthropomorphism, a psychological process in which employees attribute personality characteristics to organisations. Anthropomorphism, a psychological concept, after making its mark in consumer behavioural studies, is emerging into the domain of organisational behaviour. This less deliberated concept is explored through the lens of psychological cues and motives leading to the identification of its managerial antecedents of organisational citizenship behaviour (OCB) and corporate social responsibility (CSR) and their confluence into organisational culture. Further, the relationship between organisational culture and organisational anthropomorphism is established through literature review with a number of propositions and a framework. Design/methodology/approach This paper explores the available literature on organisational anthropomorphism and the constructs of organisational culture by employing literature review methodology. On the basis of selected research studies sourced from high ranked journals from Web of Science, Scopus and journal homepages, domain-based and theory-based reviews were performed to comprehend the concept of organisational anthropomorphism. Findings This study identifies OCB and CSR as the antecedents of organisational anthropomorphism through the psychological cues and motives, comes out with a number of propositions and recommends a framework based on the same. Practical implications This paper helps managers study employee behaviours and observe the organisation’s connections with society. Moreover, this study benefits organisations to brand themselves better amongst employees and external stakeholders. Originality/value This paper helps managers study employees’ citizenship behaviours through anthropomorphic cues exhibited by employees and improve organisation-employee association. It also suggests organisations to brand themselves using anthropomorphic social traits to stage itself as a socially responsible entity among external stakeholders. The empirical validation of proposed framework through quantitative and qualitative methods is proposed to be the future scope of the study.

Do many options result in listening to oneself or others during boycott campaigns?

PurposeThis study empirically investigates whether and how boycott attitudes and subjective norms influence the impact of the perceived behavioral control of boycotts on boycott intention.Design/methodology/approachTo test our hypotheses, we perform a hierarchical linear regression analysis using data from Japanese (n = 500) and South Koreans (n = 571).FindingsBoycott attitudes strengthen the positive effect of perceived behavioral control on boycott intentions for Japanese and South Koreans. Contrary to our assumptions, while the direct impact of perceived behavioral control on boycott intention is not significant, there is a negative moderating effect of subjective norms for Japanese consumers.Originality/valueWe argue that when perceived behavioral control is evident in boycotts, consumers listen more to themselves than to others. Our cross-national analysis of actual boycott campaigns is the first study on boycott research to offer implications for the interaction effects among the three key antecedents of psychological motivation factors in the theory of planned behavior.

HOW CAN SCHEMA THERAPY HELP US UNDERSTAND KIERKEGAARD'S BREAKING UP OF HIS ENGAGEMENT.

Søren Aabye Kierkegaard (1813-1855) is a great Danish philosopher and the father of existentialism. An essential part of his writings, often under pseudonyms, dealt with his broken engagement, reflecting his doubts and ambivalent feelings. The motives behind the breakup initiated by the philosopher are complex and hard to decipher. This article is an attempt to better understand Kierkegaard´s seemingly controversial psychological motives behind this unhappy love story, by applying the conceptual model of schema therapy. The main subjects of the investigation are two biographies on Kierkegaard written by Georg Brandes and Joakim Garff as well as Garff's book centered on Kierkegaard's fiancée. While it would be scientifically unfounded to establish any diagnosis of mental disorder based on these materials, it may be possible to point out certain psychological patterns, which can help us understand why the philosopher broke off the betrothal and why he was ruminating on it for so long afterwards. The method of choice for the investigation is schema therapy, which is applicable for the analysis of complex psychological problems. The present study can be considered as a form of psychobiographical investigation focused on a specific event in a historical figure's life. The thoroughness and objectiveness of the biography written by Garff, and Kierkegaard' extraordinary inclination to psychological insight and description, made the available material sufficient for a retrospective schema therapy-based conceptualisation. By the help of this systematic approach, one can gain a deeper understanding of how Kierkegaard's seemingly contradictory feelings, thoughts and acts were influenced by his early maladaptive schemas, schema modes and coping styles, and how they interconnected with each other. Schema conceptualisation can be an applicable psychobiographical method, as long as there is quantitatively and qualitatively sufficient study material available.

How to Obtain a Sustainably Preferential Supplier Resource Allocation? A Model Based on the S-O-R Framework from a Supplier’s Perspective

As pivotal members of upstream channels, suppliers wield significant influence on supply chains’ competitive advantage through their abundant resources. Buyers often engage in supplier development to access scarce resources, yet the motivations guiding suppliers’ responses remain unclear. This study elucidates suppliers’ cognitive processes and the factors influencing their decisions to allocate resources. Utilizing the S-O-R framework, we construct a moderated mediation model to verify motivational drivers and explore interactions among mediators. A survey involving 246 Chinese manufacturing suppliers was conducted, employing path analysis with bootstrap validation. It aimed to confirm how supplier-perceived relationship value, trust, and switching costs mediate between supplier development and resource allocation decisions. Our study delves into how supplier development impacts resource allocation, emphasizing psychological motivation within the S-O-R framework. We analyze three dimensions of supplier value perception: relationship value, trust, and switching costs. These factors influence physical and innovation resource allocation differently. While all prompt the prioritization of physical resources, only relationship value encourages innovative resource sharing, with switching costs hindering this. Supplier-perceived trust acts as both a mediator and moderator, enhancing positive effects on physical allocation and mitigating negative impacts on innovation resource sharing. This study advances the S-O-R framework’s applicability, providing novel insights into supplier resource allocation.

“We have a damn duty”

Abstract This article presents a case study of Ciocia Wienia, a collective of activists who facilitate abortion travel between Poland and Austria and provide support and interpretation in abortion clinics in Vienna. Drawing on a framework based on activist translation and motivational psychology, we investigate the factors that compel activist interpreters to join the collective and motivate their commitment to this activist work. Our study is based on a corpus of thirteen qualitative interviews with members and associates of the collective. The activists’ commitment is grounded in a range of purpose- and task-centred motivators, including their desire to respond to perceived gender-based injustice; to actively participate in society and be a member of a community of practice sharing the same pro-choice beliefs; to empower both oneself and individuals who need help; and to do good and feel satisfaction resulting from one’s work.

The luxury goods market: Understanding the psychology of Chinese consumers

The objective of this research is to construct a multifactorial model facilitating the assessment of the interrelation between aspects of Chinese consumers' attitudes towards luxury items and their psychological intent to acquire such goods. The paper presents a factorial model of the evaluation system, which encompasses factors such as luxury brand awareness, materialism, social comparison with peers, fashion novelty, and consumer engagement with fashion. The research findings indicate that: (1) there exists a positive correlation between the attitudes of Chinese consumers towards luxury items and their intention to acquire them; (2) Chinese consumers, overall, tend to disregard fashion innovations as a significant factor in luxury item purchasing decisions; (3) however, materialism as a motivation for conspicuous consumption and status has become a pivotal stimulating factor; (4) substantial influence is also exerted by the impact of luxury item acquisition on the owner's social status; (5) individuals possessing knowledge of fashion trends demonstrate a higher propensity to acquire luxury items. Theoretically, this study contributes to the broadening of the understanding of luxury goods consumption within the context of the Chinese market. This contribution holds value for researchers of this market, as well as those examining other regional markets, facilitating a comparative analysis of consumer behavior factors. From a practical perspective, the model is oriented towards expanding the toolkit available to managers and marketers. It enables an understanding of the psychological motives attracting Chinese consumers to the luxury goods market. This understanding, in turn, facilitates the formulation of an effective strategy for introducing new items into this market.

Evaluation of the effect of motivational interviewing interventions on treatment motivation and psychological well-being in patients with substance use disorder: a randomized controlled trial

ABSTRACT Background Although there are many evidence-based clinical studies examining the effect of motivational interviewing (MI) on substance use rates and relapse in substance use disorder (SUD), it has not been adequately explained how motivational interviewing affects the nature of the disease. Objective This study was conducted to examine the effect of MI on treatment motivation and psychological well-being of patients with SUD. Methods This was a randomized controlled study, including 74 patients who were diagnosed with SUD. Patients were allocated either to a combination of MI and treatment as usual (intervention group, n = 38), or treatment as usual only (control group, n = 36). Personal Information Form, Treatment Motivation Questionnaire (TMQ), and the Psychological Well-Being Scale (PWB) were used to collect the data. Results TMQ subscales scores and PWB scores were significantly higher in the intervention group when compared with the control group after three weeks of treatment. Conclusions Our results showed that MI interventions significantly increase psychological well-being and treatment motivation in patients with SUD (p < .05). MI interventions may be used along with other treatments by psychiatric nurses and other mental health professionals in patients with SUD.

The Relationship between Psychological Well-Being and Motivation for Achievement in Bakrie Center Foundation Internship Students in Banten Province

Internships aim to enrich students' knowledge and experience through direct fieldwork. Psychological well-being relates to fulfilling and realizing fundamental human qualities by actualizing one's potential. Therefore, students with high psychological well-being are expected to have better achievement motivation. This study aims to determine if there is a relationship between psychological well-being and achievement motivation among Bakrie Center Foundation interns in Banten Province. The scales used are the Psychological Well-Being Scale (PSWB) and the Achievement Motivation Scale adapted from Julianti (2022), based on McClelland's aspects. This quantitative research uses a correlational design, with a sample of 47 interns. Pearson correlation analysis yielded a Pearson correlation (r) value of 0.234 with a significance level (p) of 0.109 (p&lt; 0.05), indicating no relationship between psychological well-being and achievement motivation among Bakrie Center Foundation interns in Banten. Overall categorization data showed that the interns had high psychological well-being but low achievement motivation.

Unveiling the e-Servicescape of ChatGPT: Exploring User Psychology and Engagement in AI-Powered Chatbot Experiences.

This study explores the psychological motivations that drive ChatGPT users to embrace and sustain the use of such technology based on the fundamental notion of the environmental psychology theory, including servicescapes. To do so, this study delves into the influence of ChatGPT's e-servicescapes on users' emotional states and intention to engage with ChatGPT for decision-making processes. This study conducted an online survey among ChatGPT users in the United States. Structural equation modeling revealed that negative emotions were significantly influenced by various e-servicescape sub-dimensions, including security, visual appeal, entertainment value, originality of design, and social factors. Positive emotions, on the other hand, were influenced by factors such as visual appeal, customization, interactivity, and relevance of information. Both positive and negative emotions significantly affected user satisfaction, which, in turn, shaped their behavioral intention to engage with ChatGPT. This study contributes to the understanding of digital environmental psychology and chatbots by extending the notion of e-servicescapes to the context of AI-based services. It underscores the significance of e-servicescapes in shaping user experiences and provides valuable insights for business scholars and marketing practitioners.

Analysis of the structure of the information field of perception of risk factors for non-communicable diseases

When studying the attitude of the population to saving their own health, the question of the connection between abstract knowledge about the harm caused to health by risk factors and a real understanding of the harm caused by these factors to their own health remains poorly understood.The purpose of this work is to analyze the structure of the information field of the population’s attitude to the impact of FR on health.Materials and methods. The material for the analysis was the results of a sociological survey in three pilot regions of the Russian Federation – Tula Region, Stavropol Territory and the Republic of Crimea. The questionnaire consisted of 33 questions concerning risk factors and their impact on the human body and a block of questions concerning sources of medical information and trust in them. The sample size was 1,718 respondents. The following methods were used: descriptive statistics and the sociological method of questioning. Statistical data processing and reweighing were carried out in the statistical data processing package SPSS22.0. In general, the sampling error in the study does not exceed 1.99% for a confidence level of p&lt;0.1.Results. The study showed that abstract knowledge about the harm of a particular FR in almost all FR is quite high, since it is precisely on them that the efforts of the medical community have been directed in recent decades. Moreover, the highest values are expected to have such factors as tobacco use, alcohol consumption, elevated blood sugar (glucose) and high blood pressure. The level of knowledge of the harm of FR, to which the medical community paid less attention, was expected to be lower. The lowest value is such a FR as a low iodine content in salt, which is consumed in food. An assessment of the relationship of variables such as abstract knowledge of harm about FR and understanding of their harm to one’s body using a two-way T-criterion showed that these variables are completely independent of each other at the significance level p&lt;0.001. This result made us look more closely at the factor structure of the studied field of reality and put forward the assumption of independence of knowledge about the harm caused to the human body by FR and behavioral patterns in relation to FR. As a result of factor analysis of 73 variables, 9 factors were identified: the first and most powerful factor (10.33%) – knowledge of the effect of FR on one’s own health; the second most powerful factor (8.71%) – knowledge of the harm of FR; the third highlighted factor (5.46%) – trust in information sources, which included both trust in the media and trust in TV presenters, popular personalities and trust in the leaders of the region and the city; the fourth highlighted factor (4.67%) is the gender characteristics of the control of the FR by the population; the fifth highlighted factor (4.59%) is the sources of information about the FR; the sixth highlighted factor (4.30%) – age–related features of FR control; the seventh highlighted factor (3.32%) – the use of gadgets to control FR and exercise; the eighth highlighted factor (3.00%) – trust in health workers as a source of information; the ninth highlighted factor (2.59%) – smoking and alcohol consumption.Conclusion. The assessment of the effect of FR on the respondents’ own health in the framework of the conducted study turned out to be significantly lower than abstract knowledge about the harmful effects of these FR. The analysis of the factor structure of the studied field confirmed the validity of such a division of knowledge based on ideas about its various forms – «knowledge in itself» and «knowledge for oneself». The analysis made it possible to formulate a number of conditions for improving the effectiveness of preventive work with the population, including to increase the impact of population prevention: it is necessary to more actively involve the most important sources for the population – medical workers, scientific medical workers and health managers; more fully take into account the gender and age characteristics of audiences in preventive measures; the use of mass media should be preceded by an analysis of the level of trust in them from the target audience; the information messages themselves must first be checked for memorability. Preventive measures should change the personal meanings of specific people in relation to FR and HLS, and not be limited to stating general knowledge about them. The study also allows us to determine the directions for further research of the population’s attitude to the FR and their own health as an interdisciplinary task with the necessary involvement of specialists in medical and general psychology, personality psychology and motivation psychology, as well as sociologists.