JMIR Publications

ABSTRACT

Using the Extended Parallel Process Model (EPPM) as a theoretical framework, the present study examines the role of perceived efficacy, perceived susceptibility, perceived threat, and perceived severity of COVID-19 on intention to engage in Centers for Disease Control (CDC) recommended individual health behaviors in the first year of the pandemic. Participants consisted of a representative sample of 506 U.S. adults who completed an online survey in October 2020. The study’s primary finding is that perceptions about the effectiveness of Centers for Disease Control (CDC) recommended health practices were the strongest correlate of intention to engage in those same practices. The second strongest correlate was perceived severity of COVID-19 across the nation. Despite perceived efficacy accounting for the largest variance in behavioral intention, analysis of individual behaviors indicated a mismatch in the behaviors perceived to be the most effective and those participants indicated intention to engage in. These findings have significant implications for the design and dissemination of public health messaging. The authors make recommendations for the tailoring of public health messaging to address perceived threat of COVID-19 and self-efficacy. Health promotion efforts should thus emphasize the effectiveness of CDC recommended practices while also highlighting the pandemic’s severity. Additionally, trust in public health messaging and messengers is necessary to increase perceived efficacy. As the COVID-19 pandemic continues into its third year, promoting adherence to CDC recommended health practices, and educating regarding the efficacy of vaccination and other preventative behaviors remains critical.