ABSTRACT
This general scheme underlies most models of health behavior. Expectancy-value models such as the theory of reasoned action (Fishbein & Ajzen, 1975) and the theory of planned behavior (Ajzen, 1991) are based on SEU-theory and have been applied to a wide variety of health behaviors (see Conner & Sparks, 1996, for a review). In both theories behavior is assumed to be based on a subjective cost-benefit analysis in which the probability and severity of consequences of specific behavioral practices are the prime determinants of (precautionary) behavior.
