Theory of Social Marketing

The Health Belief Model is the model I have selected to guide me through the internship. In the Health Belief Model there is the assumption that people will take responsibility and action if they believe that their health issues is possible to address, they have a positive outlook on the proposed plan of action, and if the person believes they are able to take the proposed action. The levels of the Health Belief Model go step by step with how people process their logic of the health issue they are faced with. Taking obesity in children. If the child or parent takes an assessment of how likely they are to get the perceived issue of obesity is perceived susceptibility.

The Health Belief Model is commonly used for health promotion and health education. Its’ underlying concept is that health behavior is explained by perception of the disease and the strategies available to lower its occurrence. There are four perceptions of the HBM, which are perceived seriousness, perceived benefit, perceived susceptibility and perceived barriers. In addition to that, more constructs are added to health belief model that includes motivating factor, cues to action and self-efficacy. Each of these constructs in combination or individually, could be used to determine health behavior. The HBM also provides guidelines for the program development allowing planners to address reasons for non-compliance with recommended health action. The health belief model is a process used to promote healthy behavior among individuals who may be at risk of developing adverse health outcomes. A person must gauge their perceptions of severity and susceptibility of developing a disease. Then it is essential to feel vulnerable by these perceptions. Environmental factors can play a role as well as cues to action such as media, and close friends. In order to determine that taking action will be meaningful, the benefits to change must be weighed, against the barriers to change behavior (Green & Murphy, 2014).

In the paper of Dixon and Wilkinson (1982), the authors argue that marketing is a kind of exchange mechanism that results from buyers and sellers actions to satisfy their requirements. Furthermore, each person plays one or more specific roles of different social systems in which

Kerin, R. A., Hartley, S. W., & Rudelius, W. (2013). Marketing. (11th ed.). New York, New

The HBM is founded on four perceptions or core constructs. The first is that of perceived seriousness. This relates to an individuals’ perception of the severity of an illness, not just in medical terms but also possibly in terms of its’ effect on their lives or livelihood (Edberg 2007). If Thomas does

According to Glanz, Rimer, and Viswanath (2008) the Health Belief Model attempts to explain why people do or do not engage in specific health behaviors such as taking action to prevent, screen for, or to control illness conditions through concepts including susceptibility, seriousness, benefits and barriers to a behavior, cues to action, and self-efficacy. Perceived susceptibility is defined as a person’s beliefs about the likelihood of getting a disease or condition. Perceived severity is defined as a person’s feelings about the seriousness of contracting an illness or of leaving it untreated. Perceived benefits are described as influencing whether a person’s perceived susceptibility will lead to behavior change. Perceived Barriers are described as

After conducting my project, I felt as if applying the Health Belief Model would be a great representation to showing what I went through over the weeks of doing my running. The Health Belief Model puts stress on four different components that can either influence or discourage our outlooks on whether making a health change will be an actual threat. These four factors are perceived susceptibility, severity of threat, benefits and barriers, and cues

Brown, T. (2014). Basic Marketing Research, 8e, 8th Edition. [VitalSource Bookshelf version]. Retrieved from http://online.vitalsource.com/books/9781305178571/page/24

The HBM has four major constructs: Perceived susceptibility, perceived severity, perceived benefit, and perceived barriers. The model has been expanded to include cues to action and self efficacy (Champion, Stretcher, & Janz, 2002).

Boskey (2014) concludes that a person’s willingness to change their health behaviors includes perceived susceptibility, perceived severity, perceived barriers, and cues to action and self-efficacy. For example, Carpenter (2010) report the Health Belief Model stipulates that a change may occur if individuals see an adverse health outcome to be severe and perceive them to be vulnerable to it. Other perceptions include benefits of behaviors that reduce the likelihood of that outcome to be high, and the barriers to adopting those behaviors low (Carter, 2010). Furthermore, the HBM addresses the relationship between a person’s beliefs and behaviors. It provides a way of understanding and predicting how clients will behave about their health and how they will comply with healthcare therapies (Boskey, 2014).

In few words, studying the aspects of the health belief model, patients can accept or reject the designed and appropriate interventions. For example, if a patient is unaware of his or her risk factors for one or more diseases, direct teaching toward informing the patient about personal risk factors. If the patient is aware of the risk, but feels that the behavior change is overwhelming or unachievable, efforts on helping the patient have the ability to overcome the perceived barriers.

Both the health belief model (HBM) and theories of reasoned action/planned behavior (TRA/TPB) are two model that has their root from psychology. Both models rely on social cognition as a mechanism to change individuals’ behaviors. Opponent criticizes the models for being unable to target social influence outside of an individual and overlook difference between target audiences.

Conner and Norman, 1995 describe the health belief model as ‘the oldest and most widely used model in health psychology’. It originated in the 50’s and was developed further by Hochbaum, Rosenstock and Kegals throughout the 1980’s for health education programmes and to predict different health behaviours and responses to treatments. The four terms that are the basis for the HBM are perceived susceptibility, perceived barriers, perceived severity and perceived benefits. The behaviour of the individual depends on their belief that they are susceptible to a health problem, how serious they deem it to be, whether they think that treatment will benefit them and if there are barriers that may get in the way.

The Health Belief Model (HBM) is one of the first theories of health behavior. It was developed in the 1950s by social psychologists in the U.S. Public Health Services to better understand the widespread failure of tuberculosis screening programs. Today it continues to be one of the most widely used theories. Research studies use it to explain and predict health behaviors seen in individuals. There is a broad range of health behaviors and subject populations that it is applied in. The concepts in the model involve perceived susceptibility, perceived severity, perceived benefits, perceived barriers, cues to action, and self-efficacy. Focusing on the attitudes and beliefs of individuals being studied create an understanding of their

Health belief model was one of the first and most widely recognized theories of health behavior. (Butts & Rich, 2011). This theory was formulated in an attempt to predict health behaviors by focusing on the attitude and beliefs of individuals. It is aimed to determine the likelihood of an individual to participate in health-promotion and disease prevention programs. (Kozier & Erb, 2011). This theory postulated that if a patient is well- motivated, there is a possibility that he will participate in these activities. Motivation can be derived by the individual's perceptions towards his condition. According to Becker (1974), individual perceptions include patient's perceived susceptibility, perceived seriousness of the disease and perceived threat.