Preventive Health Behaviors - The Psycho-marketing Approach

Aviv Shoham, Merav Saker and Yossi Gavish

International Journal of Psychological Studies, 2012, vol. 4, issue 2, 56

Abstract: This paper focuses on consumers’ adoption of preventive health behaviors (PHB). It aims to explain PHB amongIsraeli consumers by examining their motives, needs, and actions. A model of PHB based on two approachesused previously (Moorman & Matulich, 1993; Jayanty & Burns, 1998) is developed and tested with data fromIsraeli consumers. Results suggest that PHB is influenced by health motivation and health knowledge and, to alesser extent, by self- and response-efficacy. Self- and response-efficacy are impacted by self-motivation. Thefindings, in combination, can help policy-makers and marketing managers in designing effective marketingcampaigns to encourage PHB.

Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:ibn:ijpsjl:v:4:y:2012:i:2:p:56

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