ABSTRACT
Much theorizing regarding health-related behaviours is based on an assumption of individual rationality. Probably the most widely used formal approach-the Health Belief Model-proposes that individuals arrive at health-relevant decisions after taking due account of a number of factors. These include the perceived severity of the condition, the level of risk, the costs and benefits of alternative behaviour changes, and the presence of cues to action (Maiman and Becker, 1974; Rosenstock, 1974). More recent versions have added or adapted variables; one such addition has been the concept of self-efficacy, or the extent to which individuals feel that they have control over the course of events (Rosenstock et al., 1988).
