Theory Database (prototype)

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 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.