Feedback effects and evaluation process of health-related perceived risk and health behaviour: A conceptual model and empirical test

Many theories have identified perceived risk as a predictor of behavior. However, contradicting findings from empirical studies have caused researchers to question the role of perceived risk.This study aims to explore the internal mechanism behind the inconsistencies and to provide further insights. Based on an empirical study concerning the use of condoms, we propose a two-stage dynamic model, involving a process of “evaluation” of an initial action and a construct of “feedback effect” of perceived risk.Our model will aid researchers and practitioners in social medicine and marketing in achieving a better understanding of health prevention behaviors.