Marketing

Title

The Antecedents of Preventive Health Care Behavior: an Empirical Study

Document Type

Article

Publication Date

Winter 1998

Publication Title

Journal of the Academy of Marketing Science

Abstract

A conceptual model of preventive health care behavior is proposed and tested. Results suggest that preventive health care behaviors are strongly influenced by the value consumers perceive in engaging in such actions. This value is greatly affected by response efficacy, or the person's belief that a specific action will mitigate the health threat. A separate consideration affecting adherence to a prescribed preventive health care behavior is self-efficacy, or the person's belief that the target behaviors can be enacted. Additionally, health motivation and health consciousness are also shown to influence preventive health care behaviors. Future research directions and managerial implications of the findings are outlined.

Original Citation

Jayanti, R. K., & Burns, A. C. (1998). The Antecedents of preventive health care behavior: an empirical study. Journal Of The Academy Of Marketing Science, 26(1), 6-15.

DOI

10.1177/0092070398261002

Volume

26

Issue

1