Скачать или смотреть Chapter 7: Protection Motivation Theory

This chapter explores Protection Motivation Theory (PMT), which explains how people respond to fear-based health messages. PMT breaks behavior change into two key cognitive processes: threat appraisal and coping appraisal. Threat appraisal assesses the seriousness of a health risk and personal vulnerability, while coping appraisal evaluates whether a person believes the recommended response will work and whether they feel capable of performing it. This model is widely used in health campaigns addressing smoking, cancer, HIV prevention, sun protection, and vaccination. Learn how to apply PMT to design persuasive, empowering public health interventions.

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