HEALTH BELIEF MODEL &

PROTECTION MOTIVATION THEORY

ADITYA KUSUMAWATI
Confucius

HEALTH BELIEF MODEL THEORY

 HBM dikembangkan oleh:

Becker and
Rosenstock in colleagues in
1966 1970s and
1980s

HBM adalah model psikologikal yang menjelaskan

dan memprediksi perilaku

Related to prevention action

 HBM fokus pada sikap dan kepercayaan
individu
Prediksi pada perilaku kesehatan dan
respon perilaku dalam menangani
penyakit akut dan kronik pada pasien
Kemungkinan individu mengukur
kesehatannya (kuratif atau preventif)
 The Figure of HBM (Becker 1974)
INDIVIDUAL MODIFYING FACTOR LIKELIHOOD OF ACTION
PERCEPTION
Demographic Variabel Perceived Benefits of
(Age,sex,race,ethnicity) preventive action
Sociopsychological minus
variables Perceived Barriers of
preventive action
Perceived Susceptibility
to Disease X Likelihood of Taking
Perceived Threat of
Perceived Seriousness Recommended Preventive
Disease X
to Disease X Health Action

Cues to Action
Mass media campaigns
Advice from other
Wolinsky, Reminder postcart from physician/dentist
1980 Illness of Family member
News paper or magazine article
 The Health Belief Model
(Rosenstock & Becker, 1988)
BACKGROUND PERCEPTIONS ACTION
Cues to Action
Mass Media
Threat Personal influence
Perceived Susceptibility Reminder
(or acceptance of diagnosis)
Perceived Severity of
ill health condition
Sosiodemographic
Factors Behavior to reduce
(education,age,race, threat based on
ethicity) expectations
Expectation
Perceived Benefit of action
(minus)
Perceived barriers to action
Perceved self efficacy t0
Adapted from Rosenstock (1990)
In Glanz, Lewis & Rimer, Health perform action
Behavior and Health Ecucation
The Figure of HBM

Demographic Likelihood of
Variables behaviour

Ogden, 1996
KOMPONEN HBM
1. Perceived Susceptibility
- Mengacu pada kepercayaan terhadap risiko
atau kerentanan penyakit terhadap kondisi
kesehatannya
- Pengambilan keputusan terhadap penyakit,
individu percaya mereka rentan
- Contoh:
- Peluang saya terkena kanker besar
- Kondisi fisik saya mudah terkena kanker
2. Perceived Severity
- Perasaan tentang keseriusan terjangkit penyakit
termasuk evaluasi konsekuensi medis dan klinis
maupun sosial
- Seseorang percaya rentan penyakit X kemudian
percaya terhadap keseriusan penyakit X
- Contoh:
- Kanker menyeramkan bagi saya
- Saya takut setiap memikirkan kanker
3. Perceived Benefit
Perubahan perilaku mempengaruhi
kepercayaan individu terhadap benefit yang
dirasakan untuk mengurangi ancaman
penyakit
Contoh:
Jika kanker terdeteksi dini, akan ditangani
dengan baik
10 tahun yang lalu banyak kasus kanker
berhasil ditangani
4. Perceived Barrier/Costs
Potensi aspek negatif dirasakan sebagai
penghambat dan halangan melakukan perilaku
yang disarankan
Example:
Saya tidak suka dokter di RS
Saya takut dioperasi

Note:
Individu memilih tindakan spesifik berdasarkan
perceived benefit,
Sedikit perceived barriers
5. Cues to action
Faktor eksternal berasal dari keinginan yang
cepat untuk mengubah status kesehatan
internal atau external
Internal: dari dalam personal (tanda yang
dirasakan seseorang)
Eksternal: dari interpersonal interaksi
(mass media, saran dari provider
kesehatan, saran orang terdekat)
Contoh:
Informasi dari leaflet kesehatan
Confucius
PROTECTION MOTIVATION
THEORY
 THE FIGURE OF PMT
Rogers & Prentice Dunn

Severity
Maladaptive
response

Vulnerability
Protection
motivation
Adaptive response

Self-efficacy
Norman, Boer, and
Seydel
 THE FIGURE OF PMT

Vulnerability
Behaviour

Ogden, 1996
COMPONENTS OF THE PMT
1. Perceived Severity
Perceived severity to a negative event refers to
feelings concerning the seriousness of causing
something
It is expected that the higher the perceived
severity to a health condition, or other negative
outcome, the higher the intention to follow the
recommendations
Example:
In the presented ads, a high level of severity is
perceived when the person who drove under the
influence ended up at the emergency room or
caused an accident that killed his girlfriend
2. Perceived Vulnerability
Perceived vulnerability to the undesirable
outcome refers to ones subjective perception of
the risk of a negative event happening to them
Example:
Such an event could include causing an
accident while driving under the influence or
developing a disease such as lung cancer
because of smoking
A high level of vulnerability is likely to be
perceived when the doctor provides statistics
regarding the number of people causing car
accidents while driving under the influence
3. Response effectiveness
Perceived response effectiveness refers to the
persons belief that the recommended
behaviours will be effective in reducing or
eliminating the danger
The more efficacious the health
recommendation, the more positive is the
response
Example:
a recommendation to abstain from drinking
and driving would significantly reduce ones
chances to cause an accident
4. Self efficacy
Perceived self-efficacy refers to the persons
belief that he or she has the ability to perform
the recommended behaviours
It is expected that the higher the perceived self-
efficacy, the more positive the response
Example:
If the person actually feels that s/he can
abstain from drinking and driving, the person
is more likely to actually do it
Some people might consider it easier to sleep
over than to completely abstain from drinking
Confucius
DIFFUSION OF INNOVATIONS
THEORY
Innovation decision process
Process diffusion of innovation
1. Phase Knowledge
There are several sources that mention the stage of
knowledge as a stage "Awareness".
This stage is the stage of disseminating information
about new innovations, and the most effective
channels to use is a mass media channel.
In this stage the individual consciousness will find or
form a sense of innovation and about how innovation
works.
Rogers said there are three kinds of knowledge that
the community sought in this stage, there are:
o realization that innovation exists
o Knowledge will use these innovations
o knowledge that underlie how these innovations work
function
2. Phase Persuasion
o In this stage individuals form attitudes or have
properties that agree or disagree with these
innovations.
o individuals will seek out more information about new
innovations and benefits.
o Personality and social norms are owned by the
prospective adopter, will determine how he was looking
for information, how to shape messages that will he
accept and what not, and how he interprets the
meaning of messages he received with respect to such
information.
 Cont phase persuasion
o at this stage of a prospective adopter will shape the
general perception about these innovations.
o Some of the characteristics of innovation that is usually
sought at this stage is characteristic of innovation that is
1. relative advantage (for example in terms of economics,
prestige, risk, comfort and concrete results obtained)
2. Compatibility (conformity with the traditions, values and
beliefs that exist in society)
3. Complexity (complexity of innovation)
4. Triability, every innovation is taken, can be tested first by
the target so it can proceed or not depending on the
target's perception of innovation.
5. Observability, reviewing whether an innovation has been
widely adopted.
3. Stage Decision Making

At this stage individuals involved in activities that

bring on an option to adopt the innovation or not
at all. There are several factors that influence the
innovation decision process, there are:
previous Practice
Feelings need
innovativeness
norms in social systems
 Innovation decision process has several types are:
a. The Authority is a decision imposed on someone by
individuals who are in a superior position
b. Individual is a decision which the individual
concerned to take part in its construction. Individual
decisions are divided into two kinds, namely:
a) Optional decision is a decision made by a
person, regardless of the decisions made by
members of the system.
b) Collective decision is a decision made by the
individual through the consensus of a social
system
c. The contingent was the decision to accept or reject the
innovation when there are decisions that preceded it.
4. Confirmation phase
This last stage is the stage where the individual will
evaluate and decide to continue using the new
innovation or not to use it.
individuals will seek the strengthening of the
decisions he has taken previously.
If, the individual stop using the innovation in this
case because the matters referred to
disenchantment discontinuance and replacement
discontinuance.
Disenchantment discontinuance due to the
dissatisfaction of individuals towards innovation
while replacement discontinuance caused by the
presence of other innovations better.