"Does the preventive
Another determinant is whether or not the person believes
that the preventive action actually works (i.e., if it can
indeed prevent the disease or problem). Another name for this
barrier is "perceived action efficacy." If people
think the preventive action you are promoting does not work
to prevent the problem or disease, then they probably will
probably not do it.
The old fisherman did not quit smoking because he thought
that stopping smoking (at his ripe old age) would not
help prevent cancer.
Let's say that a mother thinks that her child can get
dehydrated (1), and that dehydration is very serious (2),
but that ORS does nothing to correct dehydration (i.e.,
that ORS is not efficacious at preventing dehydration).
Will she use it? Probably not. The same can be said for
men who think that fidelity in marriage will not help
them prevent AIDS. Another example would be a man who
chooses to sleep with multiple partners who says - by
some very strange logic - that if he cannot be 100% sure
he is preventing AIDS by wearing a condom, then he will
never use one.
Let's say that a farmer believes that his grain in storage
could get bugs in it (1), and that situation would be
very serious (2), but that the smoke from a fire built
under his improved silo will not keep the bugs out. In
that case, he may not build an improved silo.
How could you convince a person that an improved silo works?
Or that ORS works?
First, we could use questions to find out why he/she thinks
that it does not work. You could then invite a farmer to talk
to another farmer, or a mother to talk to another mother,
who has used the practice and believes it works.
This determinant can also be turned around into a positive
attribute of the action. If someone believes that a particular
behavior is highly effective, you can ask them why they think
it works and use their response (assuming it’s true)
when promoting the behavior with others.