The Effects of Health Threat Seriousness and Personal Efficacy upon Intentions and Behavior1

Eighty dental patients were pretested with a scale measuring health locus of control and then exposed to a persuasive communication designed to manipulate their beliefs about the seriousness of periodontal disease and their susceptibility to it. The high seriousness condition increased feelings of fear, concern, and threat as well as intentions and reported compliance with recommended oral hygiene procedures. However, patient's perceived personal efficacy in performing the recommended behavior was the most important predictor of subsequent behavior. The implications of the results for Roger's protection motivation theory are discussed.