The role of cost and response-efficacy in persuasiveness of health recommendations.
The persuasiveness of a health recommendation, among other things, is a function of the cost of engaging in the recommended behavior--such as money, time, effort, and discomfort--and the response-efficacy, defined as the likelihood that adherence to the recommendation would lead to the desired goal. This research investigates how cost and response-efficacy combine when influencing persuasion. Several theories of health behavior view cost and response-efficacy as having independent effects on persuasion, that is, a weighted additive impact. This research posits, and finds empirical support for the idea that cost and efficacy combine in a multiplicative fashion to influence persuasion, and suggests a structural modification to the traditional models of the relationship between cost, response-efficacy, and persuasion.
Cismaru
Magdalena
M
University of Regina, Faculty of Business Administration, Regina, Saskatchewan, Canada. magdalena.cismaru@uregina.ca
Nagpal
Anish
A
Krishnamurthy
Parthasarathy
P
D005246:Feedback; D015438:Health Behavior; D017048:Health Care Costs; D006293:Health Promotion; D006801:Humans; D010565:Persuasive Communication