Success Expectancy: A Mediator of the Effects of Source Similarity and Self-Efficacy on Health Behavior Intention

Youllee Kim, Sungeun Chung, Jiyeon So

Research output: Contribution to journalArticle

Abstract

Although many health communication studies have substantiated the role of self-efficacy as one of the most proximal determinants of behavioral intention, a recent body of research has also shown that high self-efficacy does not always translate into intention to perform a recommended health behavior. Recognizing the common ground among three independent lines of research on outcome expectancy, goal attainability, and expectation of success, the present study proposed success expectancy, or perceived likelihood of goal achievement, as a mediator between self-efficacy and health behavior intention, which may explain the inconsistent findings on self-efficacy. An online experiment (N = 336), in which similarity of the source in health messages was manipulated, demonstrated that success expectancy indeed mediated the relationship between self-efficacy and behavioral intention. Success expectancy also mediated the effects of source similarity on behavioral intention, while neither task nor coping self-efficacy showed such effects. These results suggest that health promotion messages focusing specifically on increasing perceptions of success expectancy may be more effective in inducing health behaviors than messages that promote self-efficacy, particularly in health contexts, in which people with high self-efficacy do not tend to successfully enact recommended health behaviors.

Original languageEnglish
JournalHealth Communication
DOIs
Publication statusAccepted/In press - 2019 Jan 1

Fingerprint

Health Behavior
Self Efficacy
health behavior
self-efficacy
Health
health
Health Communication
Health Promotion
health promotion
coping
Outcome Assessment (Health Care)
determinants
communication
Communication
experiment
Research

All Science Journal Classification (ASJC) codes

  • Health(social science)
  • Communication

Cite this

@article{c0363802808d4a068684a44b6d826770,
title = "Success Expectancy: A Mediator of the Effects of Source Similarity and Self-Efficacy on Health Behavior Intention",
abstract = "Although many health communication studies have substantiated the role of self-efficacy as one of the most proximal determinants of behavioral intention, a recent body of research has also shown that high self-efficacy does not always translate into intention to perform a recommended health behavior. Recognizing the common ground among three independent lines of research on outcome expectancy, goal attainability, and expectation of success, the present study proposed success expectancy, or perceived likelihood of goal achievement, as a mediator between self-efficacy and health behavior intention, which may explain the inconsistent findings on self-efficacy. An online experiment (N = 336), in which similarity of the source in health messages was manipulated, demonstrated that success expectancy indeed mediated the relationship between self-efficacy and behavioral intention. Success expectancy also mediated the effects of source similarity on behavioral intention, while neither task nor coping self-efficacy showed such effects. These results suggest that health promotion messages focusing specifically on increasing perceptions of success expectancy may be more effective in inducing health behaviors than messages that promote self-efficacy, particularly in health contexts, in which people with high self-efficacy do not tend to successfully enact recommended health behaviors.",
author = "Youllee Kim and Sungeun Chung and Jiyeon So",
year = "2019",
month = "1",
day = "1",
doi = "10.1080/10410236.2019.1613475",
language = "English",
journal = "Health Communication",
issn = "1041-0236",
publisher = "Routledge",

}

Success Expectancy : A Mediator of the Effects of Source Similarity and Self-Efficacy on Health Behavior Intention. / Kim, Youllee; Chung, Sungeun; So, Jiyeon.

In: Health Communication, 01.01.2019.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Success Expectancy

T2 - A Mediator of the Effects of Source Similarity and Self-Efficacy on Health Behavior Intention

AU - Kim, Youllee

AU - Chung, Sungeun

AU - So, Jiyeon

PY - 2019/1/1

Y1 - 2019/1/1

N2 - Although many health communication studies have substantiated the role of self-efficacy as one of the most proximal determinants of behavioral intention, a recent body of research has also shown that high self-efficacy does not always translate into intention to perform a recommended health behavior. Recognizing the common ground among three independent lines of research on outcome expectancy, goal attainability, and expectation of success, the present study proposed success expectancy, or perceived likelihood of goal achievement, as a mediator between self-efficacy and health behavior intention, which may explain the inconsistent findings on self-efficacy. An online experiment (N = 336), in which similarity of the source in health messages was manipulated, demonstrated that success expectancy indeed mediated the relationship between self-efficacy and behavioral intention. Success expectancy also mediated the effects of source similarity on behavioral intention, while neither task nor coping self-efficacy showed such effects. These results suggest that health promotion messages focusing specifically on increasing perceptions of success expectancy may be more effective in inducing health behaviors than messages that promote self-efficacy, particularly in health contexts, in which people with high self-efficacy do not tend to successfully enact recommended health behaviors.

AB - Although many health communication studies have substantiated the role of self-efficacy as one of the most proximal determinants of behavioral intention, a recent body of research has also shown that high self-efficacy does not always translate into intention to perform a recommended health behavior. Recognizing the common ground among three independent lines of research on outcome expectancy, goal attainability, and expectation of success, the present study proposed success expectancy, or perceived likelihood of goal achievement, as a mediator between self-efficacy and health behavior intention, which may explain the inconsistent findings on self-efficacy. An online experiment (N = 336), in which similarity of the source in health messages was manipulated, demonstrated that success expectancy indeed mediated the relationship between self-efficacy and behavioral intention. Success expectancy also mediated the effects of source similarity on behavioral intention, while neither task nor coping self-efficacy showed such effects. These results suggest that health promotion messages focusing specifically on increasing perceptions of success expectancy may be more effective in inducing health behaviors than messages that promote self-efficacy, particularly in health contexts, in which people with high self-efficacy do not tend to successfully enact recommended health behaviors.

UR - http://www.scopus.com/inward/record.url?scp=85065848589&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85065848589&partnerID=8YFLogxK

U2 - 10.1080/10410236.2019.1613475

DO - 10.1080/10410236.2019.1613475

M3 - Article

AN - SCOPUS:85065848589

JO - Health Communication

JF - Health Communication

SN - 1041-0236

ER -