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

Yi Zhang, Zheng Yin, Jikyeong Kang, David Baxter

    Research output: Chapter in Book/Report/Conference proceedingConference contribution

    Abstract

    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.
    Original languageEnglish
    Title of host publicationAdvances in Consumer Research|Adv. Consum. Res.
    Pages825-827
    Number of pages2
    Volume36
    Publication statusPublished - 2009
    EventAssociation for Consumer Research Annual Conference -
    Duration: 1 Jan 1824 → …

    Conference

    ConferenceAssociation for Consumer Research Annual Conference
    Period1/01/24 → …

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