| The underlying components of protection motivation theory (PMT; Rogers 1983) are explored through choice experiment-based analysis within a random utility framework, to account for some of the motivational, cognitive, and affective processes that likely affect celiacs’ propensity to use a novel health-risk reducing product. Those four groups of variables that are aimed to capture threat appraisal and coping appraisal processes as part of the standard PMT (Rogers 1975, 1983; Floyd et al. 2000) are found to contribute significantly to explaining the adaptive response of celiacs. Self-assessed vulnerability and perceived product efficacy form a most significant part of respondents’ threat appraisal process. Standard socio-demographic and lifestyle... |
