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Preventive Health Behaviors - The Psycho-marketing Approach

Author

Listed:
  • Aviv Shoham
  • Merav Saker
  • Yossi Gavish

Abstract

This paper focuses on consumers’ adoption of preventive health behaviors (PHB). It aims to explain PHB amongIsraeli consumers by examining their motives, needs, and actions. A model of PHB based on two approachesused previously (Moorman & Matulich, 1993; Jayanty & Burns, 1998) is developed and tested with data fromIsraeli consumers. Results suggest that PHB is influenced by health motivation and health knowledge and, to alesser extent, by self- and response-efficacy. Self- and response-efficacy are impacted by self-motivation. Thefindings, in combination, can help policy-makers and marketing managers in designing effective marketingcampaigns to encourage PHB.

Suggested Citation

  • Aviv Shoham & Merav Saker & Yossi Gavish, 2012. "Preventive Health Behaviors - The Psycho-marketing Approach," International Journal of Psychological Studies, Canadian Center of Science and Education, vol. 4(2), pages 1-56, June.
    • Handle: RePEc:ibn:ijpsjl:v:4:y:2012:i:2:p:56
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    References listed on IDEAS

    as
    1. Moorman, Christine & Matulich, Erika, 1993. "A Model of Consumers' Preventive Health Behaviors: The Role of Health Motivation and Health Ability," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(2), pages 208-228, September.
    2. Daniel Kahneman & Amos Tversky, 2013. "Prospect Theory: An Analysis of Decision Under Risk," World Scientific Book Chapters, in: Leonard C MacLean & William T Ziemba (ed.), HANDBOOK OF THE FUNDAMENTALS OF FINANCIAL DECISION MAKING Part I, chapter 6, pages 99-127, World Scientific Publishing Co. Pte. Ltd..
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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