Risky Business: Millennials’ Protection Motivation Factors for Norovirus Outbreaks on College Campuses

The risk and severity of hNoV transmission is obscurely recognized to foodservice millennial customers. Most commonly associated with cruise ships, consumers are not aware of its full potential to strike at other locations, especially college campuses. For the foodservice industry and the university community, it is imperative that a proactive method for increasing millennials’ motivation to practice mitigation methods emerges to reduce future hNoV outbreaks on college campuses. Research has shown that students can play a major role in the spread of hNoV on college campuses. Therefore, the purpose of these studies is to examine motivations for health protective behaviors of college-aged millennials through an exploratory combination of PMT and SCT. The proposed measurement models (i.e. Modified Threat Appraisals, Coping Appraisals, Handwashing Intentions, and Social Distancing Intentions) were re-validated through EFA and CFA. The subsequent structure model demonstrated perceived susceptibility to a hNoV infection on a college campus significantly and positively impacted millennials intentions to wash their hands and socially distance themselves from those who are sick when mediated by self-efficacy handwashing, response-efficacy social distancing and self-efficacy social distancing. This information is intended to be useful to health communicators to accurately and positively influence health protective behaviors among millennials and for increasing overall health hygiene related practices on college campuses. Acknowledgements Special thanks are extended to my chair and advisor Dr. Kelly A. Way for her devoted intellectual and moral support from start to finish. Her help and guidance has been immeasurable and invaluable in my endeavors throughout these past three and a half years. I would not have come this far and would not have known what paths to pursue after I finish, if not for her wisdom and support. Also, a special thanks to my committee members Dr. Wen-Juo Lo, Dr. Kristen E. Gibson, Dr. Cihan Cobanoglu, and Dr. Zola Moon, who helped push me through this process and gave me guidance and direction in my research and statistical analyses. Without their assistance, guidance and constant push to complete my dissertation this process may have never come to a close. I would also like to extend my immense appreciation to Dr. Lo, as he was truly a saving grace when it came to guiding me through my methodology and statistical analyses. To my family and friends, I would love to thank you for all your constant support and motivational speeches to help me push through this process and make it to the finish line. I could not have done it without you all. I would like to give special recognition to Dr. Betsy Garrison and Mrs. Nancy Simkins, who not only helped me maintain a constant position in the department to help finish my dissertation, but also aided in walking me through each step of the process. I would have been lost without their guidance and constant reminders. Dedication This edition of Risky Business: Millennials Protection Motivation Factors for Norovirus Outbreaks on College Campuses is dedicated to my Opa, Bert Wijfjes, who passed away before I could complete my Doctoral Degree. Thank you for being the best grandfather a guy could ask for and I hope this accomplishment makes you proud. I love you. Table of