TESTING THE INFLUENCE OF THE HEALTH BELIEF MODEL AND A TELEVISION PROGRAM ON NUTRITION BEHAVIOR

This study proposed to identify relevant factors of the health belief model (HBM) that provide motivation for people to engage in healthy di etary behavior. The impact of a TV program was also assessed using a l ongitudinal study with 300 participants and measuring the influence of path coefficients in the HEM that predicted salience, motivation, and healthy eating practices. Findings suggested that nutrition behavior was influenced by susceptibility and efficacy mediated through health motivation and salience. Program viewing boosted salience regardless o f age, education, or household size by significantly increasing viewer s' confidence in their nutrition knowledge base.