between fear and behavioural intentions, high levels of fear detracted from this rela-
tionship. The authors suggested that when experiencing excess fear, attention may
be directed towards reducing anxiety, rather than actually avoiding danger through
changing behaviour.Conclusion
The results from this study support the use of the PMT to predict sexual behaviour in the
context of HIV. Further, the model is improved by adding additional variables. Perhaps,
rather than developing models that can be applied to a whole range of behaviours,
individual models should be adapted for each specific behaviour. Furthermore, the results
have implications for developing interventions, and indicate that the health education
campaigns which promote fear may have negative effects, with individuals having to deal
with the fear rather than changing their behaviour.Support for the PMT
Rippetoe and Rogers (1987) gave women information about breast cancer and examined
the effect of this information on the components of the PMT and their relationship to the
women’s intentions to practise breast self-examination (BSE). The results showed that
the best predictors of intentions to practise BSE were response effectiveness, severity and
self-efficacy. In a further study, the effects of persuasive appeals for increasing exercise on
intentions to exercise were evaluated using the components of the PMT. The results
showed that susceptibility and self-efficacy predicted exercise intentions but that none of
the variables were related to self-reports of actual behaviour. In another study, Beck and
Lund (1981) manipulated dental students’ beliefs about tooth decay using persuasive
communication. The results showed that the information increased fear and that severity
and self-efficacy were related to behavioural intentions. Norman et al. (2003) also used
the PMT to predict children’s adherence to wearing an eye patch. Parents of children
diagnosed with eye problems completed a baseline questionnaire concerning their beliefs
and a follow-up questionnaire after two months describing the child’s level of adherence.
The results showed that perceived susceptibility and response costs were significant
predictors of adherence.Criticisms of the PMT
The PMT has been less widely criticized than the health belief model; however, many
of the criticisms of the HBM also relate to the PMT. For example, the PMT assumes that
individuals are conscious information processors, it does not account for habitual
behaviours, nor does it include a role for social and environmental factors.30 HEALTH PSYCHOLOGY