A proposed health model: a step before model confirmation.

Health marketers have devoted extensive conceptual and empirical effort toward explaining and predicting individuals' health-related decisions. This paper proposes a health behavior model by combining the health belief model and the theory of planned behavior model. Recent modifications of the Fishbein and Ajzen (1975) model are discussed and an extension is introduced to better explain goal pursuit. These revisions (Bagozzi and Warshaw 1990) are incorporated in the proposed model.