Preventive Health Behaviors - The Psycho-marketing Approach

Aviv Shoham, Merav Saker, Yossi Gavish
2012 International Journal of Psychological Studies  
This paper focuses on consumers' adoption of preventive health behaviors (PHB). It aims to explain PHB among Israeli consumers by examining their motives, needs, and actions. A model of PHB based on two approaches used previously (Moorman & Matulich, 1993; Jayanty & Burns, 1998) is developed and tested with data from Israeli consumers. Results suggest that PHB is influenced by health motivation and health knowledge and, to a lesser extent, by self-and response-efficacy. Self-and
more » ... y are impacted by self-motivation. The findings, in combination, can help policy-makers and marketing managers in designing effective marketing campaigns to encourage PHB.
doi:10.5539/ijps.v4n2p56 fatcat:nvpylvzf3jbvpojtlidsvh6gqa