Protection motivation theory (PMT) was originally created to help understand individual human responses to fear appeals. Protection motivation theory proposes that people protect themselves based on two factors: threat appraisal and coping appraisal. Threat appraisal assesses the severity of the situation and examines how serious the situation is, while coping appraisal is how one responds to the situation. Threat appraisal consists of the perceived severity of a threatening event and the perceived probability of the occurrence, or vulnerability. Coping appraisal consists of perceived response efficacy, or an individual's expectation that carrying out the recommended action will remove the threat, and perceived self efficacy, or the belief in one's ability to execute the recommended courses of action successfully.
PMT is one model that explains why people engage in unhealthy practices and offers suggestions for changing those behaviors. It is educational and motivational. Primary prevention: taking measures to combat the risk of developing a health problem. (e.g., controlling weight to prevent high blood pressure). Secondary prevention: taking steps to prevent a condition from becoming worse. (e.g., remembering to take daily medication to control blood pressure).
Another psychological model that describes self-preservation and processing of fear is terror management theory.
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