Jan Eleni L.

Ruiz
BS Pharmacy III
Health Beliefs and Behavior
Health-related behavior has been the subject
of considerable research and theorizing.
Health Belief Model
- Suggest that the likelihood that an individual
will take action in the interest of his or her
health depends largely on that persons
perception of the threat posed by a particular
disease.
Health Belief Model
Factors affecting the perception of the threat
of disease:
- Modifying factors
- Individual perceptions
- Triggers to action and external factors
Modifying factors host of variables ranging
from demographic (age, gender, race,
ethnicity, and so on) and the socio-psychologic
(personality, social class, peer and reference-
group pressure) to the structural (knowledge,
about the disease, prior contact with the
disease, and so forth)
Individual perceptions determined to a
degree by modifying factors
External factors - affect an individuals
perception of the threat of a disease and act
as a trigger to action.
Demographic Variables
Socio-psychological
variables
Structural Variables
Perceived benefits of action
Minus
Perceived barriers to action
Perceived threat of disease
Likelihood of taking
recommended action
Perceived susceptibility
to disease

Perceived seriousness
Triggers to action
Mass media campaigns
Newspaper or magazine article
Advice from others
Reminders
Illness of family member or friend
Individual Perceptions Modifying Factors
Likelihood of action