Purpose
The purpose of this paper is to appraise the possible response outcomes (no response, fear control or danger control) of a fear-based message on falling behind current medical knowledge among health-care professionals (HCPs).
Design/methodology/approach
This study was conducted using a quantitative research design. A cross-sectional survey was carried out in 2,873 health-care facilities across 36 districts of Punjab. The Extended Parallel Process Model (EPPM) provided a theoretical framework for this study. The important components to EPPM such as threat, efficacy and outcomes were used to collect the data. The collected data was analyzed using Statistical Package for Social Sciences (SPSS) version 22.
Findings
HCPs perceived high susceptibility and threat of falling behind current medical knowledge. A majority of the HCPs were at the danger control process and engaged in a behavior that is recommended for adaptive behavioral changes. Clinical experience and enrollment in post-graduation programs (e.g. FCPS, MCPS) were significant factors as to HCPs’ perceived response efficacy.
Research limitations/implications
The responses were obtained using a structured questionnaire, which is always subject to respondents’ personal biases and ability to understand the question’s statement.
Practical implications
This study has important implications in terms of introducing promotional, educational and logistical interventions that could help in HCPs overcoming the fear of falling behind current medical knowledge and develop productive and adoptive information behavior thus improving patient care and outcome.
Originality/value
This is the first large-scale empirical study in Pakistan that measured the level of threat and efficacy among HCPs using the EPPM. It proposes a framework for developing long-lasting adaptive information behavioral changes that may result in informed patient care and better decision-making.
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