The impact of health advertising on health risk perceptions and behavioural intention
The study examined the effects that gender, health consciousness, self-positivity bias, frequency of behaviour, and framing have on health risk perceptions and behavioural intention. Skin cancer and hepatitis C were used as the disease contexts for this study, and structural equation modelling was used to analyze the data collected. Gender, health consciousness, self-positivity bias, and frequency of behaviour were found to significantly impact health risk perceptions of both skin cancer and hepatitis C. Framing received no support in terms of its expected relationship with health risk perception and behavioural intention in either disease context, while the impact of health risk perception on behavioural intention received support within the hepatitis C context only. Additionally, no partial or full mediating effects were found between these factors and behavioural intention. The discrepancies between the findings and past research are discussed. The implications, limitations of this study and future research avenues are then offered.