Perceptual influences on self-protective behavior for West Nile virus, A survey in Colorado, USA

BACKGROUND The endemic state of West Nile virus (WNv) in North America underscores the need to examine mechanisms influencing human self-protective behavior. Based on previous findings and theory, this study is designed to achieve two specific aims. First, the study will examine self-protective behavior for WNv through a hybridized treatment of the Health Belief Model that includes cognitive, affective, ecological, and proximity risk perception measures. Second, within the resulting hybridized model explore the role of ethnicity in self-protective behavior for WNv. METHODS Data were collected in Greeley, Colorado, using a self-administered mail survey. 384 completed surveys were returned (49% completion rate). The questionnaire used items on cognitive-affective risk perception, ecological and proximity risk perception constructs, the Health Belief Model and demographics. RESULTS Analysis revealed that newer risk perception models (ecological and proximity) provide some power to explain protective behavior. The psychometric measures of risk perception (cognitive and affective components) provided the best explanatory power. Self-protective behavior was further enhanced by the perception of benefits associated with such actions and the exposure to information cues to action. Hispanic/Latinos demonstrate greater perception of risk/susceptibility and greater exposure to information cues to action, and were more likely to practice self-protective behavior. CONCLUSIONS The findings in this study point to several useful openings for effective public health communication and intervention for WNv based on affective response, information exposure, and ethnicity. The results also have relevance for vectored diseases generally. It is becoming clear that changes in global climate will bring increased threat from mosquito vectored diseases. Mosquito protection will be an increasingly salient topic for public health communicators in the coming years.