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A CHOICE-EXPERIMENT BASED ANALYSIS OF PROTECTION MOTIVATION THEORY: HEALTH RELATED BEHAVIOR OF CONSUMERS WITH CELIAC DISEASE AgEcon
Zhang, Jing; Steiner, Bodo E..
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...
Tipo: Conference Paper or Presentation Palavras-chave: Celiac disease; Protection motivation theory; Choice experiments; Confidence; Risk perceptions; Vulnerability; Efficacy; Agricultural and Food Policy; Consumer/Household Economics; Demand and Price Analysis; Food Consumption/Nutrition/Food Safety; Food Security and Poverty; Health Economics and Policy; D03; D12.
Ano: 2010 URL: http://purl.umn.edu/116454
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