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Asian Journal of Management
Year : 2018, Volume : 9, Issue : 1
First page : ( 493) Last page : ( 499)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2018.00077.X

Health Belief Model for Social Marketing of Breast Self-Examination-A Review of Literature

Abhang Nayna1,*, Dr. Lopez Joe2

1Research Scholar, Savitribai Phule Pune University, Pune (M.S.), India

2Associate Professor, Sadhu Vaswani Institute of Management Studies, Pune (M.S.), India

*Corresponding Author E-mail: nayna.abhang@outlook.com

Online published on 2 June, 2018.


The Health Belief Model (HBM) is the most commonly used psychological model to explain and predict health behaviors. HBM find its application in various areas of health seeking behavior ranging from preventing tobacco usage to breast cancer. Being widely accepted various iterations have been developed over a period of time further detailing the usability and applicability of the model. This was a research on literature review related to health belief model and breast self-examination from the perspective of social marketing. The research lists down research studies carried out in selected parts of the world including United Kingdom, United States of America, Australia amongst others. The research was an attempt to highlight the key studies in the areas of societal marketing to carry on further research in the area.



Health Belief Model, Breast Self-examination, Social Marketing, Breast Cancer Awareness.


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