| Abstract: | Although health campaigns promote avoidance of behaviors that put an individual's health at risk, often these behaviors cannot be avoided, and campaign messages designed to encourage behavior adaptation afford greater likelihood of success. With that in mind, a model of health risk behavior adaptation was proposed and tested using four different behaviors in a communication campaign aimed at reducing farmers' risk for skin cancer, farmers and farm wives answered a series of questions about their skin cancer prevention and detection behaviors and attitudes. Interpersonal expectancies, social resources, and actual procedural knowledge predicted perceived procedural knowledge and public commitment, which, in turn, predicted behavior adaptation. |
