Health beilef model: identifies factors that indiciate possibilty of indivduals adopting health behaviours.
percieved seriousness : will it actually kill me?
percieved suspceptibilty : am i likely to get it?
A cost benefit analysis: the costs and benefits of adopting a behaviour are weighed up and the person decides whether the costs outweighs the benefits.
demographic variables: income, age, sex, occupation, family size, education
External cues: TV adverts and posters. Internal cues: period of ill health