The role of cost and response-efficacy in persuasiveness of health recommendations.

Full Abstract

The persuasiveness of a health recommendation, among other things, is a function of the cost of engaging in the recommended behavior--such as money, time, effort, and discomfort--and the response-efficacy, defined as the likelihood that adherence to the recommendation would lead to the desired goal. This research investigates how cost and response-efficacy combine when influencing persuasion. Several theories of health behavior view cost and response-efficacy as having independent effects on persuasion, that is, a weighted additive impact. This research posits, and finds empirical support for the idea that cost and efficacy combine in a multiplicative fashion to influence persuasion, and suggests a structural modification to the traditional models of the relationship between cost, response-efficacy, and persuasion.

Author information

Author/s: Cismaru, Magdalena (M); Nagpal, Anish (A); Krishnamurthy, Parthasarathy (P);

Affiliation: University of Regina, Faculty of Business Administration, Regina, Saskatchewan, Canada. magdalena.cismaru(-atsign-)uregina.ca

Journal and publication information

Publication Type: Journal Article

Journal: Journal of health psychology (J Health Psychol), published in England. (Language: eng)

Reference: 2009-Jan; vol 14 (issue 1) : pp 135-41

Dates: Created 2009/01/08; Completed 2009/04/21;

PMID: 19129345, status: MEDLINE (last retrieved date: 4/21/2009)

Sourced from the National Library of Medicine. Abstract text and other information may be subject to copyright.

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