Investigating the role of implicit prototypes in the prototype willingness model

Journal of Behavioral Medicine, Volume 40, Issue 3, 2017, Pages 468-482.

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Keywords:
Health behavior modelsImplicit attitudesPrototype willingness modelPrototypesSun behaviorMore(1+)

Abstract:

One useful theory to predict health behavior is the prototype-willingness model (PWM), which posits that people are more willing to engage in behavior to the extent that they have a positive view of the prototypical person who performs that behavior. The goal of the present research is to test whether adding an implicit measure of prototy...More

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