Health Belief Model

Fear is a very powerful influence of the human behavior, due to its ability to release the flight or fright reaction. The Health Belief Model, which is also known as the Health Behavior Model is one of the first psychological theories to describe perceived threat in relation to health behavior. It was developed in the 1950s by researchers and was derived from psychological and behavioral theory with the foundation that the two components of health-related behavior are the desire to avoid illness, or conversely get well if already ill. It is also based on the belief that a specific health action will prevent, or cure illness. Ultimately, an individual's course of action often depends on the person's perceptions of the benefits and barriers related
The perceived threat is determined by the perceived severity of the threat and the perceived susceptibility to the threat. Thus, perceived threat is the compound of severity and susceptibility, which directly influences the likelihood of engaging in a protective behavior (Diclemente, Salazar & Crosby, 2013). In addition, the Boston University of Public Health (2013) described perceived susceptibility as the probability that an individual assigns to personal vulnerability in developing a condition. Perceived severity refers to how serious the individual believes the consequences of developing the condition are.
However, there are certain factors which moderate perceived threat and they include; age, sex, race, socioeconomic status, relevant information and more (Diclemente, Salazar & Crosby, 2013). Perceived threat is inversely proportional to health protective behavior, this implies that the higher the perceived threat the greater the adoption of protective health behavior and vice-versa.
The Health Belief Model is
It is based on perceived threat, expected net gain and self-efficacy. They found that high perceived threat equated a greater likelihood of behavioral change.
Given the epidemiologic transition occurring globally and the increased incidence and prevalence of chronic diseases, there is a myriad of human reactions, and the basis of these is located in the constructs of this model – perceived severity, perceived susceptibility, perceived benefits, perceived barriers, cues to action and self-efficacy (DiClemente, Salazar & Crosby, 2013). The nature and severity of chronic diseases, like cancer, Coronary Heart Disease, HIV/AIDS, diabetes and more, evokes a mixed reaction in the global population. There are those who live in denial and have a perception of low susceptibility and do not want to engage in any prevention activity, while another group at the other extreme, (may be due to a close family experience), perceived severity are at the forefront of the preventive action. For these two groups there has to be a balance and that is where health education and promotion comes in. These programs increase their level of awareness, and enhance their self-efficacy and lead them to the point of decision