Repeated-Adherence Protection Model: “I'm OK, and It's a Hassle”

Author(s): Barbara E Kahn \| Mary Frances Luce
doi: 10.1509/jppm.25.1.79
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Journal of Public Policy & Marketing

Print ISSN: 0743-9156 | Electronic ISSN: 1547-7207

Volume: 25 | Issue: 1

Cover date: Spring 2006

Page(s): 79-89



Keywords

medical decision making, decision making, uncertainty, preventive measures, adherence



Abstract

Adherence to preventive measures is shown to be influenced by prior usage, particularly when hazards do not occur. Two outcomes weaken resolve to use preventive measures: (1) “hassle” events and (2) “false security” following the neglected use of the measure. Implications from the model provide suggestions for public policy interventions that can encourage repeated use of preventive measures.



Author(s) affiliations

¹Dorothy Silberberg Professor of Marketing, Wharton School, University of Pennsylvania.

kahn@wharton.upenn.edu

²Professor of Marketing, Fuqua School of Business, Duke University.

mluce@duke.edu



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