Theory 50: Prototype willingness model

Number of Constructs: 10
Number of Triples: 22

Theory triples

• Attitudes influences Risk prototypes
• Subjective norms influences Risk prototypes
• Attitudes influences Subjective norms
• Attitudes influences Behavioural intention
• Subjective norms influences Behavioural intention
• Attitudes influences Behavioural willingness
• Subjective norms influences Behavioural willingness
• Risk prototypes influences Behavioural willingness
• Behavioural willingness influences Behavioural intention
• Behavioural intention influences Risk behaviour
• Behavioural willingness influences Risk behaviour
• Past behaviour influences Risk prototypes
• Past behaviour influences Subjective norms
• Past behaviour influences Attitudes
• Perceptions of vulnerability influences Behavioural willingness
• Past behaviour influences Perceptions of vulnerability
• Attitudes part of Reasoned path
• Behavioural intention part of Reasoned path
• Subjective norms part of Reasoned path
• Perceptions of vulnerability part of Social reaction path
• Behavioural willingness part of Social reaction path
• Risk prototypes part of Social reaction path

Theory constructs and annotations

• Attitudes A general evaluation of an object, person, group, issue or concept on a scale ranging from negative to positive [ BCIO:006038 (Evaluative belief) 50 46 39 42 48 31 ]
• Risk prototypes Images or cognitive representations of the 'type' of person that engages in risk behaviours [ BCIO:050759 (risk-taker stereotype) 50 ]
• Subjective norms Perceptions of what others are doing in relation to the behaviour [ BCIO:006039 (Perceived norm) 50 35 30 29 ]
• Behavioural intention Goals or goal states that are formulated after some deliberation or reasoning [ BCIO:006049 (Goal) 50 22 25 23 ]
• Behavioural willingness Openness to engaging in the risky behaviour [ BCIO:006062 (promotion focused motivational orientation) 50 53 19 ]
• Risk behaviour A behaviour that potentially exposes someone to undesirable consequences (e.g. a disease) [ BCIO:036000 (Individual Human Behaviour) 50 11 49 42 35 47 52 43 46 24 25 39 30 ]
• Past behaviour Past behaviour of the individual [ BCIO:050481 (Past behaviour) 50 ]
• Perceptions of vulnerability Beliefs about the extent to which one is at risk from the risky behaviour [ BCIO:006031 (Belief about personal susceptibility) 50 29 49 32 27 ]
• Reasoned path A decision making path that involves analytic processing [ BCIO:006116 (Decision-making) 50 ]
• Social reaction path A heuristically-based decision making path that is image-based and involves more heuristic processing [ BCIO:006115 (Heuristic process) 50 48 ]

Theory illustration

Theory Reference

• Gerrard, M., Gibbons, F.X., & Houlihan, A.E., Stock, M.L. & Pomery, E.A. (2008). A dual-process approach to health risk decision making: The prototype willingness model. Developmental Review, 28, 29-61.