A schema of protection-motivation theory. ... the potential threat, the adaptive response process, or coping appraisal process, Figure 1. This article reports the first meta‐analysis of the literature on protection motivation theory (Rogers, 1975, 1983; Rogers & Prentice‐Dunn, 1997), a model of disease prevention and health promotion that has generated research for over two decades. Theory Reference . The purpose of this paper is to apply protection motivation theory (PMT) to brick-and-mortar salespeople's responses to customers' fear appeals.,The approach is to develop a conceptual model for the effect of customers' fear appeals on brick-and-mortar salespeople.,PMT relates to the influence of customers' fear appeals on brick-and-mortar salespeople's behaviours. information about their health that lead to either adaptive or maladaptive coping responses. Using Protection Motivation Theory (PMT) and Theory and Planned Behavior (TPB) as the theoretical base, data was collected from 125 Kenyan university students through an online survey. Protection-Motivation Theory In a recent revision of protection-motivation theory, Rogers (1983) has added additional cognitive mediating processes. (2000) reviewed 65 protection motivation studies using a meta-analysis, and mentioned that response-efficacy and self-efficacy appear to of any health behavior theory (Schwarzer, 1992), and it increases the probability of selecting the adaptive responses (protective responses). Protection motivation theory has originally been proposed to provide conceptual clarity to the understanding of fear appeals. Responses are either adaptive or maladaptive Maladaptive responses: intrinsic or extrinsic reward - severe vulnerability = threat appraisal Adaptive responses: Response and self efficacy - response cost = coping appraisal Both lead to protection motivation. The appraisals of threat and of adjustment or coping along with the emotion of fear which attend the evaluation of the weather severity and one's perceived vulnerabilities give rise to protection motivation. Athletes might fear to perform not at their best form if they do not attend training. Protection motivation theory as a theoretical framework for understanding the use of protective measures. Protection motivation theory (PMT) explains people's adaptive behavior in response to personal threats. The protection motivation theory (PMT) originally aimed at explaining why people develop protection motivation and what role fear-appeals play in this process. A schema of the theory is shown in Figure 1. Later the theory has been extended to a more general theory of persuasive communication, with an emphasis on the cognitive processes mediating behavioral change. In this study, PMT was used to predict rhetorical dissent episodes related to 210 student reports of perceived classroom problems. Response and personal efficacy are balanced against the response cost to create an appraisal for adaptive, adjustment, or coping responses. Adaptive intentions and behaviour is facilitated by: - Percieved severity of a health threat Protection Motivation Theory (PMT) The Elaboration Likelihood Model of Persuasion Information-Motivation-Behavioral (IBM) Skills model ... ..Adaptive response is effective to avert threat..Individual has confidence in adaptive response..Maladaptive rewards are small. Rogers, R. W. (1975). Floyd et al. A protection motivation might be an intention to adopt or adhere to a fitness program. A protection motivation theory of fear appeals and attitude change. 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