Dublin for However, the findings of studies such as these may not translate across to prediction of behaviour among less educated individuals, or to those leading less structured lives, such as the homeless drinker or drug user; or even to those who are attempting to change behaviour as a response to a life-threatening condition, such as dietary change or smoking cessation following a heart attack. Other social, environmental, cognitive and emotional factors are likely to play a role in these diverse populations. It is often thought that the models described here and used in a great deal of health psychology research focus more on individual cognitions than perhaps is required. Behaviour is influenced hugely by context, by socio-economic resources, by culture and by laws and sanctions. Presented below are some of the criticisms of research based on such models that should be considered if you are planning some research of your own n Different factors may be salient in relation to some behaviour but not others for example, subjective norm may be more important to smoking cessation than to vitamin intake. n The salience of certain factors may vary by age attitude may predict intention to adhere to medication in adults, but not in children, where adherence may be influenced more by parental behaviour and beliefs. n Culture and religion may significantly influence one’s beliefs about health and preventive health, thus making the model components hugely diverse and hard to measure in a reliable and valid manner. Dublin 2016.

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