The models are useful to program designers in that they suggest specific areas for educational intervention. Although presented separately here, they are not mutually exclusive and many may operate simulta-neously in influencing behavior. Health Belief Model . This model assumes that an individual's behavior is guided by expectations of consequences of adopting new practices. According to this model, behavior is determined by expectations and incentives.
Incentive is the perceived value of a outcome, such as improved health status or approval of others.
3-5 Theory of Reasoned Action . According to this model, behavior is substantially a reflection of be-havioral intentions, the report of the probability that the person will perform the behavior. Theory of Planned Behavior . Like the theory of reasoned action, this theory postulates that behavior reflects behavioral intention. However, it includes another determinant of intention beyond attitude toward the behavior and subjective norm.