ABSTRACT
Social cognition models, refer to a group of similar models which argue that cognitive and affective factors are the proximal determinants of behaviour. However, social cognitive theorists argue that it is the cognitive factors which have been shown to act as the most direct influence of behaviour. Self-efficacy beliefs are self-regulatory beliefs which determine whether actions will be initiated; how much effort will be expended; and finally, how long it will be sustained in the face of obstacles and failures. The Health Belief Model suggests that the likelihood of taking behavioural action is dependent on three core beliefs: perceived threat, expectations and cue to action. The Theory of Reasoned Action developed by Fishbein, is a deliberative processing model which implies that an individual's attitudes are formed after careful consideration of the available information, a sum of the likelihood and evaluation of the potential outcome.
