Multilevel theorizing in health communication: integrating the Risk Perception Attitude (RPA) framework and the Theory of Normative Social Behavior (TNSB)
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Published version
Date
2022-07-22
Authors
Yilma, Hagere
Rimal, Rajiv N.
Parida, Manoj
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Published version
OA Version
Citation
H. Yilma, R. Rimal, M. Parida. 2022. "Multilevel theorizing in health communication: integrating the Risk Perception Attitude (RPA) framework and the Theory of Normative Social Behavior (TNSB)." PLoS One, https://doi.org/10.1371/journal.pone.0271804
Abstract
Research testing the risk perception attitudes (RPA) framework has demonstrated that efficacy can moderate the effect of risk perceptions on behavior. This effect of efficacy has also been seen at the social-level through tests of the theory of normative social behavior (TNSB). We tested if efficacy could bridge normative factors at a social-level and risk perception at an individual-level. Data for this study come from the Reduction in Anemia through Normative Innovations (RANI) project’s baseline survey in Odisha, India. We used hierarchical regressions to analyze interactions between predictors at various levels and efficacy to predict behavioral intention. Efficacy beliefs moderated the effect of injunctive norms (β = 0.07, p < 0.01), collective norms (β = 0.06, p < 0.01), and risk perception (β = 0.04, p < 0.01) on intentions. This study provides preliminary evidence for a multilevel theoretical framework.
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Copyright: © 2022 Yilma et al. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.