Preventive Health Behaviors - The Psycho-marketing Approach

Aviv Shoham, Merav Saker, Yossi Gavish


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 response-efficacy are impacted by self-motivation. The
findings, in combination, can help policy-makers and marketing managers in designing effective marketing
campaigns to encourage PHB.

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International Journal of Psychological Studies   ISSN 1918-7211 (Print)   ISSN 1918-722X (Online)

Copyright © Canadian Center of Science and Education


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