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Abstract
The underlying components of protection motivation theory (PMT; Rogers 1983) are
explored through choice experiment-based analysis within a random utility framework, to
account for some of the motivational, cognitive, and affective processes that likely affect
celiacs’ propensity to use a novel health-risk reducing product. Those four groups of
variables that are aimed to capture threat appraisal and coping appraisal processes as part of
the standard PMT (Rogers 1975, 1983; Floyd et al. 2000) are found to contribute significantly
to explaining the adaptive response of celiacs. Self-assessed vulnerability and perceived
product efficacy form a most significant part of respondents’ threat appraisal process.
Standard socio-demographic and lifestyle characteristics were found less useful in explaining
the propensity to choose an adaptive response. Estimation results support an extended PMT
model that accounts for risk attitudes, as measured by the psychometric scales of Weber et al.
(2002), and outcome confidence (Zakay and Tsal 1993), since perceived ambiguity regarding
the effectiveness of the novel health-risk reducing device affects consumers’ outcome
confidence. Results provide some support for loss aversion (Kahneman and Tversky 1991),
but no support for the competence hypothesis of Heath and Tversky (1991).