Posted in Behavioral theories

What is Prospect Theory?

Updated on September 11, 2022 When we face different choices (prospects), we take the surest option as our best choice. On the other hand, if we think the available choices (prospects) are a certain or near certain loss, we take risks. This is the basis of Kahneman and Tversky’s Prospect…

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Posted in Behavioral theories

Diffusion of Innovation Theory and the First Follower

Derek Siver’s first follower:  One evening, a crowd numbering about 100 were sitting and chatting on a greenery garden in front of a beach. Suddenly a young lad stood out, marched forward, and started to dance according to the tune of the music playing behind. He was without his shirt. A…

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Posted in Behavioral theories

Health Belief Model – III: 60 years later

In my previous two posts on the Health Belief Model, I discussed its origin and a review of the model conducted a decade later.  In 1974, Rosenstock found that perceived susceptibility to a problem and perceived benefits were the most powerful components of the model. However, he pointed out that…

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Health Belief Model – II: a decade later

A decade after the empirical testing of the Health Belief Model by Becker et al. in 1974, Janz and Becker published a review in 1984 in the Health Education Quarterly Journal. What studies they reviewed They have reviewed 46 Health Belief Model (HBM) – related studies: 18 prospective and 28 retrospectives….

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