“…This includes the many studies employing attitude-based and other cognitive models to predict specific, discrete illness prevention and response behavior (e.g., Health Beliefs Model; Becker & Maiman, 1975;Leventhal, Brissette, & Leventhal, 2003;Rosenstock, 1966). These approaches do not capture the depth or variety of dimensions involved in consumers' health perceptions (Blaxter, 1997;McGuire, 1988;O'Connor, 1995;Stainton Rogers, 1991;Warkentin 2000). The research gap, therefore, lies in understanding the nature of belief systems present in the current health care environment.…”