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The Diabetes Educator

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Journal of Health Psychology
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The Role of Cost and Response-efficacy in Persuasiveness of Health Recommendations

Magdalena Cismaru

University of Regina, Canada, magdalena.cismaru{at}uregina.ca

Anish Nagpal

University of Melbourne, Australia

Parthasarathy Krishnamurthy

University of Houston, USA

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.

Key Words: costs • health persuasion models • persuasion • Protection Motivation Theory (PMT) • response-efficacy

Journal of Health Psychology, Vol. 14, No. 1, 135-141 (2009)
DOI: 10.1177/1359105308097953
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