A Choice-Experiment Based Analysis Of Protection Motivation Theory: Health Related Behavior Of Consumers With Celiac Disease
The underlying components of protection motivation theory (PMT; Rogers 1983) are explored through choice experiment-based analysis within a random utility framework, to account for some of the motivational, cognitive, and affective processes that likely affect celiacs’ propensity to use a novel health-risk reducing product. Those four groups of variables that are aimed to capture threat appraisal and coping appraisal processes as part of the standard PMT (Rogers 1975, 1983; Floyd et al. 2000) are found to contribute significantly to explaining the adaptive response of celiacs. Self-assessed vulnerability and perceived product efficacy form a most significant part of respondents’ threat appraisal process. Standard socio-demographic and lifestyle characteristics were found less useful in explaining the propensity to choose an adaptive response. Estimation results support an extended PMT model that accounts for risk attitudes, as measured by the psychometric scales of Weber et al. (2002), and outcome confidence (Zakay and Tsal 1993), since perceived ambiguity regarding the effectiveness of the novel health-risk reducing device affects consumers’ outcome confidence. Results provide some support for loss aversion (Kahneman and Tversky 1991), but no support for the competence hypothesis of Heath and Tversky (1991).
|Date of creation:||2010|
|Date of revision:|
|Contact details of provider:|| Web page: http://www.eaae.org|
More information through EDIRC
Postal:555 East Wells Street, Suite 1100, Milwaukee, Wisconsin 53202
Phone: (414) 918-3190
Fax: (414) 276-3349
Web page: http://www.aaea.org
More information through EDIRC
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Jay Corrigan & Catherine Kling & Jinhua Zhao, 2008. "Willingness to Pay and the Cost of Commitment: An Empirical Specification and Test," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 40(2), pages 285-298, June.
- W. Kip Viscusi & Wesley A. Magat & Joel Huber, 1999. "Smoking Status and Public Responses to Ambiguous Scientific Risk Evidence," Southern Economic Journal, Southern Economic Association, vol. 66(2), pages 250-270, October.
- Heath, Chip & Tversky, Amos, 1991. "Preference and Belief: Ambiguity and Competence in Choice under Uncertainty," Journal of Risk and Uncertainty, Springer, vol. 4(1), pages 5-28, January.
- Louviere,Jordan J. & Hensher,David A. & Swait,Joffre D., 2000. "Stated Choice Methods," Cambridge Books, Cambridge University Press, number 9780521788304, December.
When requesting a correction, please mention this item's handle: RePEc:ags:eaa115:116454. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (AgEcon Search)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.