When a viewer believes he or she can take action to prevent negative consequences by purchasing a product or service, the individual is exhibiting self-efficacy.

Question

Quizplus · Accepted Answer

Self-efficacy is the belief in one's ability to take effective action to prevent negative consequences, and this belief can lead a viewer to be more likely to purchase a product or service if they believe it can help prevent those negative outcomes. Therefore, when a viewer believes they can take action to prevent negative consequences by purchasing a product or service, they are exhibiting self-efficacy.

When a Viewer Believes He or She Can Take Action