Health Belief Model

The activation model of information exposure explained why individuals do not follow through with public health treatment advice, despite having the knowledge of the benefits of doing so. The health belief model explains this process further and demonstrates how healthy behavior is dependent on two variables: the value placed by an individual on a particular goal; and the individual’s estimate of the likelihood that a given action will achieve that goal (Janz & Becker, 1984). 

Before following through with a behavior change, individuals must have the desire to avoid illness or get well and believe that the behavior change being asked of them will help them to avoid or treat illness. If a cigarette smoker does not prioritize health or feels that quitting smoking will have little effect because they are exposed to second-hand smoke all the time anyway, a public health message will have little influence. The health belief model outlines many dimensions social media practitioners must consider when creating health campaign messages (Janz & Becker, 1984). First, you must consider the perceived susceptibility or the perceptions of personal vulnerability and risk to a condition. This proves difficult, especially in young adults, who may believe that they are invincible or that bad things will not happen to them. If they do not feel as though they will be impacted by the illness, they will not seek treatment. You must also consider the perceived severity of contracting the illness. This happens when patients evaluate both medical and social consequences of contraction. Often, the effects of the condition on social interactions with friends and family mean more to a person than disability or pain. With sexually transmitted infections, patients often get them treated to avoid embarrassment in locker rooms or so that future partners will not raise questions, not because of the dangers if left untreated. 

It is important to consider the perceived benefits of following through with the behavior. While individuals may accept that they are susceptible to a condition, the desired action may not be greater than the perceived risk. Consider the pharmaceutical commercials that you see on television. What do you think when you hear the long list of potential side effects? Why would someone take a medication to cure restless leg syndrome if the medication may cause heart failure or even death? It is important to ensure that the side effects from one treatment are less than the initial illness. Finally, and perhaps most importantly, it is necessary to consider the perceived barriers of following through with a health recommendation. Individuals will engage in a cost–benefit analysis, where they weigh the behavior change effectiveness against the challenges of following through, such as cost, time, or even social status. Many teen pregnancy initiatives struggle with the perceived barriers dimension, because even though young adults know that they can become pregnant through unprotected sex, are aware of the impact that this will have on the rest of their life and know that wearing a condom is not that expensive or difficult, they feel embarrassed or uncomfortable asking their partner when it is time. Hopefully you can see how the health belief model is contrary to a more diffusion-centric model that suggests a lack of information is the reason individuals do not follow through with a suggested behavior change. This model demonstrates the relationship and connection between health behaviors, practices, and utilization of health services. It is easy to see how awareness-only campaigns are not very effective. If one was just to follow the diffusion of innovation strategy and raise awareness about the dangers and/or benefits of an action, it only tackles half of the health belief model. Instead, campaigns should motivate audiences through individual perceptions (evaluation of illness), modifying behaviors (demographic variables, perceived threat, and cues to action), and the likelihood of action (factors of recommendation) (Hochbaum et al., 1952). 

In addition, individuals should be able to easily pick out what behavior change is being asked of them. While there may be many steps a person could take, health campaigns should only choose one. Think of all the different possible ways an individual can stop smoking: immediate cessation, hypnosis, or the use of patch, gum or e-cigarettes. The message will be much stronger if a campaign is clear and provides specific advice for the audience. It is also important that this solution presents a tangible course of action at acceptable cost. People should not feel as though they will lose a part of their individual or social selves by carrying out the desired behavior change. Finally, all campaigns should promote feelings of competency to act while considering cultural factors, socioeconomic status, and previous experiences of individuals. Social media provides a great platform to tackle some of these dimensions. It allows a networked community to create profiles based on their own individuality and interests and to network with others going through similar trials and encourages dialogue that is supportive and encouraging. One example of a public health campaign that is utilizing social media for a very specific audience is Planned Parenthood. 

References 

http://www.diabetesfamily.net.  

Bastian, H. (2008) Health literacy and patient information: developing the methodology for a national evidence-based health website. Patient, Education and Counseling, 73(3), 551–561. 

Berry, L., Parish, J., Janakiraman, R. et al. (2008) Patients’ commitment to their primary physician and why it matters. Annals of Family Medicine, 6(1), 6–13.