The antecedents of preventive health care behavior: An empirical study

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. Copyright © 1998 by Academy of Marketing Science.