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1 – 10 of over 9000Payal S. Kapoor and Vanshita Singhal
High dispositional optimism is often associated with people engaging in behaviour that has adverse effects on their health such as smoking. This study aims to investigate people’s…
Abstract
Purpose
High dispositional optimism is often associated with people engaging in behaviour that has adverse effects on their health such as smoking. This study aims to investigate people’s intention to adopt preventive health behaviour by observing the effectiveness of anti-smoking ads during the ongoing coronavirus (COVID-19) pandemic.
Design/methodology/approach
Two studies have been carried out, first with a UK sample and second with the US sample. The studies examined the effectiveness of anti-smoking ad (appeal: high fear vs low fear), smoking behaviour elicited perception of vulnerability to COVID-19 and dispositional optimism on lowering people’s urge to smoke.
Findings
The study findings revealed a high fear appeal ad is more effective in lowering people’s urge to smoke. However, this association is significantly mediated by perception of vulnerability to COVID-19. Further, high dispositional optimism was found to moderate the effect of the anti-smoking ad on the perception of vulnerability to COVID-19, although a comparatively smaller effect was observed for the UK sample. Finally, high dispositional optimism significantly moderated the mediation of vulnerability to COVID-19 on lower urge to smoke only for the US sample.
Originality/value
The study highlights a need for a greater collaborative effort by the public, government, firms in the business of nicotine replacement solutions, socially responsible cigarette and tobacco manufacturing firms and health agencies that may lead to increased preventive health behaviour during the ongoing pandemic.
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Farhan Sarwar, Hassan Imam, Hafiz Tahir Jameel, Siti Aisyah Panatik and Donald E. Brannen
Despite the established relationship between the public's trust in government and their adoption of preventive behaviour, lesser is known about the underlying mechanism that…
Abstract
Purpose
Despite the established relationship between the public's trust in government and their adoption of preventive behaviour, lesser is known about the underlying mechanism that explains trust in government—preventive behaviour nexus. This study adopted the health belief model to propose five types of health perceptions as a mediator between trust in government and the public's voluntary adoption of recommended preventions for COVID-19.
Design/methodology/approach
To collect primary quantitative data, a web survey was conducted using snowball sampling from Malaysia (N = 343) and Pakistan (N = 321). Measures were adopted from the existing studies. Structural equation modelling-partial least square through SmartPLS was used to analyse the proposed framework and hypotheses testing.
Findings
Results revealed that trust is a significant predictor of perceived barriers, benefits and self-efficacy in both countries. Mediation analysis indicated that perceived benefits and self-efficacy to be mediators in both samples. In the Pakistani sample, perceived barriers were also a mediator. Importance-performance analysis showed that the Malaysian public has a greater trust in their government to tackle the pandemic issue, while the trust was a relatively more important predictor of voluntary precautionary behaviour in Pakistan. A full mediation model depicted that coping health belief are an imperative link between trust and prevention.
Originality/value
Although developing the public's trust is related to good governance and public opinion, during a health crisis, authorities can effectively utilize the communication media and design interventions to influence health appraisals leading to higher adoption of prevention.
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Jiandong Lu, Xiaolei Wang, Liguo Fei, Guo Chen and Yuqiang Feng
During the coronavirus disease 2019 (COVID-19) pandemic, ubiquitous social media has become a primary channel for information dissemination, social interactions and recreational…
Abstract
Purpose
During the coronavirus disease 2019 (COVID-19) pandemic, ubiquitous social media has become a primary channel for information dissemination, social interactions and recreational activities. However, it remains unclear how social media usage influences nonpharmaceutical preventive behavior of individuals in response to the pandemic. This paper aims to explore the impacts of social media on COVID-19 preventive behaviors based on the theoretical lens of empowerment.
Design/methodology/approach
In this paper, survey data has been collected from 739 social media users in China to conduct structural equation modeling (SEM) analysis.
Findings
The results indicate that social media empowers individuals in terms of knowledge seeking, knowledge sharing, socializing and entertainment to promote preventive behaviors at the individual level by increasing each person's perception of collective efficacy and social cohesion. Meanwhile, social cohesion negatively impacts the relationship between collective efficacy and individual preventive behavior.
Originality/value
This study provides insights regarding the role of social media in crisis response and examines the role of collective beliefs in the influencing mechanism of social media. The results presented herein can be used to guide government agencies seeking to control the COVID-19 pandemic.
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Regina Ferreira Alves, Catarina Samorinha and José Precioso
The purpose of this study was to assess knowledge, attitudes and behaviors about COVID-19 among Portuguese higher education students.
Abstract
Purpose
The purpose of this study was to assess knowledge, attitudes and behaviors about COVID-19 among Portuguese higher education students.
Design/methodology/approach
In May 2020, all students from a Portuguese University were invited to participate in completing an online questionnaire. A total of 262 students participated. COVID-19 related knowledge, attitudes toward COVID-19 and preventive behaviors were assessed. Differences between outcomes and sociodemographics were analyzed through independent t-tests and the ANOVA. A generalized linear model was calculated to determine the predictive variables of preventive behaviors.
Findings
Students revealed good knowledge about COVID-19, correctly answering 13.06 (SD = 1.25) questions in a total of 14 and favorable attitudes toward preventive behaviors (M = 32.73, SD = 2.88). Students reported always engaging in, on average, 5.81 (SD = 2.61) of the 12 behavior analyzed. Females presented higher levels of knowledge, more positive attitudes and engaged in more preventive behaviors than males. Being a bachelor's (Exp (β) = 8.213, 95% CI: 1.791–37.670, p < 0.01) or a master's degree student (Exp (β) = 7.568, 95% CI: 1.598–35.835, p < 0.05) and having positive attitudes toward preventive behavior of COVID-19 predicted the adoption of those preventive behavior (Exp (β) = 1.340, 95% CI: 1.189–1.510, p < 0.001).
Originality/value
This study provides useful data to plan health education programs about COVID-19 among higher education students. The continuous investment by universities in preventive campaigns is essential to promote good preventive behaviors in the next academic year.
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Jacquie McGraw, Rebekah Russell-Bennett and Katherine M. White
The purpose of this paper is to investigate the role of masculine identity in generating value destruction and diminished well-being in a preventative health service.
Abstract
Purpose
The purpose of this paper is to investigate the role of masculine identity in generating value destruction and diminished well-being in a preventative health service.
Design/methodology/approach
This research used five focus groups with 39 Australian men aged between 50 and 74 years. Men’s participation in the National Bowel Cancer Screening Program informed the sample frame. In total, 12 Jungian male archetypes were used to identify different masculine identities.
Findings
Thematic analysis of the data revealed three themes of masculinity that explain why men destroy value by avoiding the use of a preventative health services including: rejection of the service reduces consumer disempowerment and emasculation, active rejection of resources creates positive agency and suppressing negative self-conscious emotions protects the self.
Research limitations/implications
Limitations include the single context of bowel cancer screening. Future research could investigate value destruction in other preventative health contexts such as testicular cancer screening, sexual health screening and drug abuse.
Practical implications
Practical implications include fostering consumer empowerment when accessing services, developing consumer resources to create positive agency and boosting positive self-conscious emotions by promoting positive social norms.
Originality/value
This research is the first known study to explore how value is destroyed in men’s preventative health using the perspective of gender identity. This research also is the first to explore value destruction as an emotion regulation strategy.
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Lan Lu and Jinlin Zhao
This paper aims to contribute to the literature investigating hotel customers’ preventive behavior during the COVID-19. Because there is no timely research discussing cleaning and…
Abstract
Purpose
This paper aims to contribute to the literature investigating hotel customers’ preventive behavior during the COVID-19. Because there is no timely research discussing cleaning and disinfection services as a premium service in China, the authors conducted research to examine customers’ perceptions based on the information–motivation–behavioral skills (IMB) model and to explore potential marketing exits. Moreover, based on the price-sensitive measurement, this study reveals the price range and optimal price of the service, which could assess the feasibility of the service and balance the operation cost.
Design/methodology/approach
An internet-based, self-reported survey was designed to collect the data during the outbreak of COVID-19 in April 2020. The yield was 874 usable and valid responses, which were purposefully analyzed using confirmatory factor analysis and structural equation modeling.
Findings
The results indicate a significant influence of dimensions (information, motivation, health behavior skills) on hotel customers’ preventive behavior regarding purchase intention of cleaning and disinfection service. The optimal price of this service is 20% of the average room rate, and the range of acceptable prices is 15% of the average room rate.
Originality/value
The present study represents academic attempts to contribute to the literature by applying the IMB model to consumer behavior in a hotel industry context, emphasizing the importance of each dimension in behavioral intention during the current ongoing global issue. Additionally, the results indicate that the hotel industry could consider satisfying the needs of this market based on the suggested price.
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Nadia Zainuddin, Rebekah Russell-Bennett and Josephine Previte
The purpose of this paper is to investigate the role of multiple actors in the value creation process for a preventative health service, and observe the subsequent impact on key…
Abstract
Purpose
The purpose of this paper is to investigate the role of multiple actors in the value creation process for a preventative health service, and observe the subsequent impact on key service outcomes of satisfaction and customer behaviour intentions to use a preventative health service again in the future.
Design/methodology/approach
An online self-completion survey of Australian women (n=797) was conducted to test the proposed framework in the context of a free, government-provided breastscreening service. Data were analysed using Structural Equation Modelling (SEM).
Findings
The findings indicate that functional and emotional value are created from organisational and customer resources. These findings indicate that health service providers and customers are jointly responsible for the successful creation of value, leading to desirable outcomes for all stakeholders.
Practical implications
The results highlight to health professionals the aspects of service that can be managed in order to create value with target audiences. The findings also indicate the importance of the resources provided by users in the creation of value, signifying the importance of customer education and management.
Originality/value
This study provides a significant contribution to social marketing through the provision of an empirically validated model of value creation in a preventative health service. The model demonstrates how the creation and provision of value can lead to the achievement of desirable social behaviours – a key aim of social marketing.
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Jacquie McGraw, Rebekah Russell-Bennett and Katherine M. White
Preventative health services are keen to identify how to engage men and increase their participation, thus improving health, well-being and life expectancy over time. Prior…
Abstract
Purpose
Preventative health services are keen to identify how to engage men and increase their participation, thus improving health, well-being and life expectancy over time. Prior research has shown general gender norms are a key reason for men’s avoidance of these services, yet there is little investigation of specific gender norms. Furthermore, masculinity has not been examined as a factor associated with customer vulnerability. This paper aims to identify the relationship between gender norm segments for men, likely customer vulnerability over time and subjective health and well-being.
Design/methodology/approach
Adult males (n = 13,891) from an Australian longitudinal men’s health study were classified using latent class analysis. Conditional growth mixture modelling was conducted at three timepoints.
Findings
Three masculinity segments were identified based on masculine norm conformity: traditional self-reliant, traditional bravado and modern status. All segments had likely customer experience of vulnerability. Over time, the likely experience was temporary for the modern status segment but prolonged for the traditional self-reliant and traditional bravado segments. The traditional self-reliant segment had low subjective health and low overall well-being over time.
Practical implications
Practitioners can tailor services to gender norm segments, enabling self-reliant men to provide expertise and use the “Status” norm to reach all masculinity segments.
Originality/value
The study of customer vulnerability in a group usually considered privileged identifies differential temporal experiences based on gender norms. The study confirms customer vulnerability is temporal in nature; customer vulnerability changes over time from likely to actual for self-reliant men.
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Jessica Mayer, Nadia Zainuddin, Rebekah Russell-Bennett and Rory Francis Mulcahy
The purpose of this paper is to understand the role of perceived threat, brand congruence, and social support on consumer coping strategies for a preventative health service.
Abstract
Purpose
The purpose of this paper is to understand the role of perceived threat, brand congruence, and social support on consumer coping strategies for a preventative health service.
Design/methodology/approach
An online survey of 570 women aged over 50 in one Australian state was conducted (users and non-users of the service). The data were analyzed using structural equation modeling.
Findings
A competing models approach reveals that threat on its own is associated with avoidance coping; however, when brand congruence is high, there is an association with active coping. Social support appears to have a buffering effect on threat and is associated positively with active coping and negatively with avoidance coping.
Originality/value
The study findings suggest that threat appeals should be used with caution in increasing participation in transformative preventative health services due to its double-edged sword effect (increasing both avoidance and active coping). When consumers have social support, this results in active coping and buffers avoidance coping. This research offers useful insights for social marketing and transformative service research.
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Yam B. Limbu, C. Jayachandran, Christopher McKinley and Jeonghwan Choi
People living on poverty-level incomes in developing nations face unique health challenges as compared to those in developed nations. New insights emerge from a bottom of the…
Abstract
Purpose
People living on poverty-level incomes in developing nations face unique health challenges as compared to those in developed nations. New insights emerge from a bottom of the pyramid context (India) where culture-based health notions, preventive orientation and health resources differ from developed western health orientations and resources. The purpose of this paper is to explore how structural and cognitive social capital indirectly influence preventive health behavior (PHB) through perceived health value.
Design/methodology/approach
The participants for this study include rural people from Tamil Nadu, a state of India who are classified as those living below poverty level based on a per capita/per day consumption expenditure of Rupees 22.50 (an equivalent of US$0.40 a per capita/per day) (Planning Commission, Government of India, 2012). The study included a total number of 635 participants (312 males and 323 females). Relatively a high response rate (79 percent) was achieved through personal contacts and telephone solicitation, cash incentive and multiple follow-ups. Participants completed a questionnaire assessing structural and cognitive social capital, preventative health behavior, perceived health value, and health locus of control (HLC).
Findings
The results show that perceived health value mediates the relationship between cognitive social capital and PHB. Specifically, cognitive social capital influences BoP people’s assessment of benefits of engaging in PHB, that, in turn, influences PHB. In addition, the findings showed that HLC moderates the effect of social capital on PHB. Social capital positively related to enhanced PHB only among those who believe that health outcomes are controllable.
Originality/value
The authors findings indicate that cognitive social capital has enormous potential in promoting health intervention and the health of poor communities, a sentiment shared by prior researchers (Glenane-Antoniadis et al., 2003; Fisher et al., 2004; Martin et al., 2004; Weitzman and Kawachi, 2000). Overall, from a theoretical, empirical and methodological perspective, the current study offers a unique contribution to the social capital and PHB literature. First, drawing from the HBM and HLC, the findings provide a more nuanced explanation of how distinct aspects of social capital predict PHB. Specifically, the relationship between social capital and PHB is qualified by the extent one perceives personal control over her health. In addition, the cognitive component of social capital influences PHB through perceptions of health value.
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