| Abstract: | Understanding factors affecting decisions by people to protect themselves, or not, is critical to designing supportive communications. Here, threat, protective‐action, and stakeholder perceptions were evaluated for effects on mainland Americans’ behavioral intentions regarding Zika in April 2017, as postulated by the Protective Action Decision Model. Although all three perception types (including a novel resource sufficiency measure) affected intentions, these relationships varied widely depending upon the method used to measure adoption of actions (e.g., total count of all behaviors adopted vs. behavior‐specific analyses), the behaviors involved, and whether analysis focused on the full sample or only on people who had a reasonable opportunity to enact the behavior or who believed it relevant to their lives. There was a general contrast between mosquito control actions (removal of mosquito breeding areas and pesticide spraying) and travel‐related behaviors (avoiding travel to areas of local transmission of the virus, protecting oneself from mosquito bites after potential exposure, and practicing safe sex after potential exposure). Reported action or inaction during the 2016 mosquito season, and stages of behavior change, were both elicited in January–February 2017; both drove intentions in April 2017 for the upcoming season, although direct and indirect effects varied widely. Collectively these findings present theoretical, measurement, and practical implications for understanding, tracking, and promoting voluntary protective actions against hazards. |
