AIDSQuest: The HIV/AIDS Survey Library
Behavioral and Social Theories Commonly Used
in HIV Research

D. Health Belief Model

Developed in the 1950s by I.M. Rosenstock, the Health Belief Model (HBM) asserts that people will change behavior depending upon their knowledge and attitudes. The HBM is the grandfather of all behavior change models. In the 1980s the element of self-efficacy was added, the perceived ability of an individual to effect change.

According to this model, a person must hold the following beliefs in order to be able to change behavior:

1. Perceived susceptibility to a particular health problem (“I am at risk for HIV”).

2. Perceived seriousness of the condition (“AIDS is serious. My life would be hard if I got it”).

3. Belief in effectiveness of the new behavior (“Condoms are effective against HIV transmission”).

4. Cues to action (“Witnessing the death or illness of a close friend or relative due to AIDS”).

5. Perceived benefits of preventive action (“If I start using condoms, I can avoid HIV infection”).

6. Barriers to taking action (“I don’t like using condoms”).

Rosenstock, I.M., V.J. Strecher, and M.H. Becker. 1994. “The Health Belief Model and HIV risk behavior change,” in R.J. DiClemente and J.L. Peterson (eds.) Preventing AIDS: Theories and Methods of Behavioral Interventions. New York: Plenum Press, pp. 5–24.