Multilevel theorizing in health communication: Integrating the Risk Perception Attitude (RPA) framework and the Theory of Normative Social Behavior (TNSB)

PLoS One. 2022 Jul 22;17(7):e0271804. doi: 10.1371/journal.pone.0271804. eCollection 2022.

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.

MeSH terms

  • Attitude
  • Health Communication*
  • Humans
  • Intention
  • Perception
  • Social Behavior
  • Social Norms

Associated data

  • figshare/10.6084/m9.figshare.16713277

Grants and funding

This study was funded by the Bill and Melinda Gates Foundation (OPP1182519). The authors of this paper have no conflicts of interest to report. The grant was warded to RR as the principle investigator. https://www.gatesfoundation.org/ The funders had no role in study design, data collection and analysis, decision to publish, or preparation of the manuscript.