Examining Determinants of Efficacy Judgments as Factors in Health Promotion Message Design

Abstract

Self-efficacy is a predictor of behavioral performance across a range of health domains, and research suggests that media messages can effectively boost efficacy; however, much is unknown regarding determinants of self-efficacy, and the message features with the greatest potential to alter efficacy perceptions. The authors of this article examined skill and motivation as determinants of efficacy and tested their effectiveness as message variables. Study 1 identified health behaviors that young adults felt unable to perform, as well as behavior barriers and facilitators. Study 2 isolated one behavior, exercise, and tested messages targeting either skill or motivation as a determinant of self-efficacy to exercise. Matched messages engendered greater general self-efficacy than unmatched messages, though no differences emerged on self-efficacy magnitude and strength measures. Follow-up data indicated that participants low in motivation exercised more than those low in skill regardless of message condition. Implications of these findings for health promotion efforts are discussed.

Keywords:

• Health Communication
• Media Communication
• Persuasion
• Self-efficacy

Acknowledgments

The authors extend their appreciation to Dan Linz and Walid Afifi for their assistance with this research, as well as the two anonymous reviewers who provided helpful feedback and suggestions. Lastly, we thank Rebecca Speer for the time and care she took to read over proofs.

Notes

Note. Means that do not share subscripts differ at p < .05. All means are based on 7-point scales.

**Correlation is significant at the .01 level (2-tailed).

Additional information

Notes on contributors

Abby Prestin

Abby Prestin (Ph.D., University of California, Santa Barbara, 2012) is a post-doctoral fellow at the Division of Cancer Control and Population Sciences with the National Cancer Institute.

Robin L. Nabi

Robin L. Nabi (Ph.D., University of Pennsylvania, 1998) is a professor in the Department of Communication at the University of California, Santa Barbara.