Examining Determinants of Efficacy Judgments as Factors in Health Promotion Message Design

Self-efficacy is a predictor of behavioral performance across a range of health domains, and research suggests that media messages can effectively boost efficacy; however, much is unknown regarding determinants of self-efficacy, and the message features with the greatest potential to alter efficacy perceptions. The authors of this article examined skill and motivation as determinants of efficacy and tested their effectiveness as message variables. Study 1 identified health behaviors that young adults felt unable to perform, as well as behavior barriers and facilitators. Study 2 isolated one behavior, exercise, and tested messages targeting either skill or motivation as a determinant of self-efficacy to exercise. Matched messages engendered greater general self-efficacy than unmatched messages, though no differences emerged on self-efficacy magnitude and strength measures. Follow-up data indicated that participants low in motivation exercised more than those low in skill regardless of message condition. Implications of these findings for health promotion efforts are discussed.