articleHealth CommunicationJul 10, 2014GREEN OA

The Health Belief Model as an Explanatory Framework in Communication Research: Exploring Parallel, Serial, and Moderated Mediation

CJChristina JonesJDJakob D. JensenCLCourtney L. ScherrNRNatasha R. BrownKRKatheryn R. Christy

University of Utah · Huntsman Cancer Institute · +3 more institutions

PubMed
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Abstract

The Health Belief Model (HBM) posits that messages will achieve optimal behavior change if they successfully target perceived barriers, benefits, self-efficacy, and threat. While the model seems to be an ideal explanatory framework for communication research, theoretical limitations have limited its use in the field. Notably, variable ordering is currently undefined in the HBM. Thus, it is unclear whether constructs mediate relationships comparably (parallel mediation), in sequence (serial mediation), or in tandem with a moderator (moderated mediation). To investigate variable ordering, adults (N = 1,377) completed a survey in the aftermath of an 8-month flu vaccine campaign grounded in the HBM. Exposure to…

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Topics & keywords

Topics
Keywords
  • Explanatory model
  • Psychology
  • Health communication
  • Mediation
  • Moderated mediation
  • Social psychology
  • Cognitive psychology
  • Epistemology
UN Sustainable Development Goals
  • Good health and well-being
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