A CHOICE-EXPERIMENT BASED ANALYSIS OF PROTECTION MOTIVATION THEORY: HEALTH RELATED BEHAVIOR OF CONSUMERS WITH CELIAC DISEASE

The underlying components of protection motivation theory (PMT; Rogers 1983) areexplored through choice experiment-based analysis within a random utility framework, toaccount for some of the motivational, cognitive, and affective processes that likely affectceliacs’ propensity to use a novel health-risk reducing product. Those four groups ofvariables that are aimed to capture threat appraisal and coping appraisal processes as part ofthe standard PMT (Rogers 1975, 1983; Floyd et al. 2000) are found to contribute significantlyto explaining the adaptive response of celiacs. Self-assessed vulnerability and perceivedproduct efficacy form a most significant part of respondents’ threat appraisal process.Standard socio-demographic and lifestyle characteristics were found less useful in explainingthe propensity to choose an adaptive response. Estimation results support an extended PMTmodel that accounts for risk attitudes, as measured by the psychometric scales of Weber et al.(2002), and outcome confidence (Zakay and Tsal 1993), since perceived ambiguity regardingthe effectiveness of the novel health-risk reducing device affects consumers’ outcomeconfidence. Results provide some support for loss aversion (Kahneman and Tversky 1991),but no support for the competence hypothesis of Heath and Tversky (1991).