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Interaction effects and combinatorial rules governing Protection Motivation Theory variables: a new model

University of Regina, Canada, Magdalena.cismaru{at}uregina.ca

Anne M. Lavack

University of Regina, Canada, anne.lavack{at}uregina.ca

In this article we provide a review of Protection Motivation Theory with a focus on the interaction effects and combinatorial rules, in order to resolve conflicting findings in the literature. Our review suggests that perceived cost is the main driver of persuasion. We propose that consumers use a combination of decision-making strategies, with an initial use of the elimination by aspects rule followed by the weighted additive rule. In the proposed model, consumers rank the variables and set minimum cut-offs. A weighted additive relationship takes place only when and if the minimum cut-off levels for variables are met. This analysis helps explain inconsistent findings from the literature and adds insight into the decision-making process involved when consumers consider whether or not to follow a particular recommended health behavior.

Key Words: combinatorial rules • decision rule • fear appeals • persuasion • Protection Motivation Theory • public health campaigns

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