What Research in Motivation Suggests for Public Health

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Abstract
Research in motivation suggests the importance of 3 broad principles in accounting for the kinds of actions people take relative to their health Principle I: Preventive or therapeutic behavioT relative to a given health problem in the individual is determined largely by the extent to which he sees the problem as having both serious consequences and high probability of occurrence in his case and the extent to which he believes that some course of action open to him will be. effective in reducing the threat. Principle II; Behavior emerges out of frequent conflict among motives and among courses of action. Where motives conflict and compete for attention, those will actually be aroused which have the highest value or salience for the individual. Principle III: Health related motives may not always give rise to health related behavior, and conversely health related behavior may not always be determined by health motives, These principles have implications of considerable importance for the future conduct of public health programs.

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