|M.Sc Student||Saker Merav|
|Subject||Preventive Health Behaviors as a Life Style among Isreali|
|Department||Department of Industrial Engineering and Management||Supervisor||Mr. Aviv Shoham|
This study explains preventive health behavior (PHB) among Israeli consumers. It centers on PHB motives, needs, and actions. Theoretically, it tests two US theories in Israel. Practically, government agencies and marketers can use its findings to develop strategies to facilitate PHB.
A model of PHB is developed, which joins two approaches used previously (Moorman and Matulich, 1993; Jayanty and Burns, 1998). Because the model uses both approaches, it has better chance to predict consumers’ PHB. PHB refers to behaviors that prolong healthy life and lessen the effect of disease or ailments.
Moorman and Matulich (1993) tested the relationships between consumers’ health ability and motivation and their behaviors (health information, acquisition behaviors, and maintenance behaviors). Their model posited that health motivation would facilitate health behavior, where the effect on health ability would be strengthened by the presence of health motivation.
Jayanty and Burns (1998) see PHB as influenced by the value consumers perceive in engaging in PHB. Thus, PHB depends on consumers’ belief that specific actions will mitigate health threats. They found that self-efficacy, health motivation, and health consciousness affected PHB.
We see health motivation as an outcome of health knowledge from media, friends, and specialists. Health knowledge affects health motivation (active and passive). Then, health motivation affects PHB directly and indirectly (through response efficacy and self efficacy).
We developed hypotheses to test the model’s relationship. The data mostly confirmed these hypotheses. Implications for theory and practice are discussed.