Protection Motivation Theory. Rogers' revised protection motivation theory (pmt) is a major health psychology theory aimed at explaining the cognitive mediation process of behavioral change in terms of threat and coping appraisal. Fear appeals, one type of communication involving a threat, have been studied in marketing.
This chapter provides an updated description of protection motivation theory, reviews the research of the past 15 yrs, and poses questions for. Protection motivation theory is an educational and motivational process. Each of these communication variables initiates corresponding cognitive appraisal processes that mediate attitude change.
