The Health Belief Model as an Explanatory Framework in Communication Research: Exploring Parallel, Serial, and Moderated Mediation

Abstract

The Health Belief Model (HBM) posits that messages will achieve optimal behavior change if they successfully target perceived barriers, benefits, self-efficacy, and threat. While the model seems to be an ideal explanatory framework for communication research, theoretical limitations have limited its use in the field. Notably, variable ordering is currently undefined in the HBM. Thus, it is unclear whether constructs mediate relationships comparably (parallel mediation), in sequence (serial mediation), or in tandem with a moderator (moderated mediation). To investigate variable ordering, adults (N = 1,377) completed a survey in the aftermath of an 8-month flu vaccine campaign grounded in the HBM. Exposure to the campaign was positively related to vaccination behavior. Statistical evaluation supported a model where the indirect effect of exposure on behavior through perceived barriers and threat was moderated by self-efficacy (moderated mediation). Perceived barriers and benefits also formed a serial mediation chain. The results indicate that variable ordering in the Health Belief Model may be complex, may help to explain conflicting results of the past, and may be a good focus for future research.

Health Belief Model for the Analysis of Factors Affecting Hypertension Preventive Behavior among Adolescents in Surakarta

“…According to Jones et al (2015) cues to action is still the latest construction in larger HBM framework, the study analyzed the influence of external cues toward the action, in form of news or knowledge information in this term was about hypertension, and there was no analysis on internal action that should be conducted (example: the symptoms endured).…”

Utilizing the health belief model to predict the purchase intention of over-the-counter diet drugs

“…These studies attempted to explain the preventive behavior of serious diseases such as AIDS through educational interventions, vaccination (Janz & Becker, 1984), preventing breast cancer through breast self-examinations or visiting a doctor (Frankenfield, 2009), or prostate cancer screening through early diagnostic tests (Anderson, 2013). It has also been used to explain preventive behaviors against moderate or mild diseases, like seasonal influenza in population over 60 (Sullivan et al, 2008); or the preventive behavior against avian influenza (Jones et al,2015). Other applications are the general pattern of adopting healthy habits such as a moderated consumption of alcohol among youngsters (Lara et al, 2009).…”

Reducing Readmissions for the MI Patient with Early Access to Multidisciplinary Team Care

“…Using the HBM theoretical framework, patients who have recently suffered an MI will benefit from taking action if they understand and believe that there is a positive benefit from participating in healthy behaviors (Jones et al, 2015) Implications Four studies met criteria for final inclusion in this review. After careful review, medication adherence was identified as the major factor in preventing readmissions.…”

“…Further evidence of the HBM having positive outcomes is suggested from a media campaign done by Jones, et al, (2015). The campaign was conducted over two months for awareness of H1N1 flu vaccines in Indiana, and found that if the patient perceived that they were susceptible to the illness it had more impact than actually contracting the illness.…”

“…The Health Belief Model (HBM) is one of the most studied and used theoretical frameworks in all of Public Health (Jones et al, 2015). This model presumes that anyone who has a perceived or real threat to their health and is susceptible to serious consequences will change their behaviors if they also believe in benefit from the actions recommended.…”