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Title: Protecting Children from Myopia: A PMT Perspective for Improving Health Marketing Communications
Authors: Lwin, M.O.
Saw, S.-M. 
Issue Date: Apr-2007
Citation: Lwin, M.O., Saw, S.-M. (2007-04). Protecting Children from Myopia: A PMT Perspective for Improving Health Marketing Communications. Journal of Health Communication 12 (3) : 251-268. ScholarBank@NUS Repository.
Abstract: This research examined the predictive utility of the protection motivation theory (PMT) model for myopia prevention amongst children. An integrative model for myopia prevention behavior of parents was first developed in the context of theory and survey instruments then refined using information gathered from two focus groups. Empirical data then was collected from parents of primary school children in Singapore, a country with one of the highest rates of myopia in the world, and analyzed using structural equation modeling (SEM). Our findings revealed that coping appraisal variables were more significantly associated with protection motivation, relative to threat appraisal variables. In particular, perceived self-efficacy was the strongest predictor of parental intention to enforce good visual health behaviors, while perceived severity was relatively weak. Health marketing communications and public policy implications are discussed. Copyright © Taylor & Francis Group, LLC.
Source Title: Journal of Health Communication
ISSN: 10810730
DOI: 10.1080/10810730701266299
Appears in Collections:Staff Publications

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