A central theory to the discipline of Social Marketing is the Health Belief Model (HBM). This psychological model attempts to explain and predict health behaviors, focusing on a person's attitudes and beliefs surrounding their health. The theory is attributed to social psychologists Hochbaum, Rosenstock, and Kegels. Since its inception in the 1950s, the Health Belief Model has been modified to address a variety of long- and short-term health behaviors. The core assumptions are that a person will take a health-related action if they:

1. believe a negative health condition can be avoided/prevented,
2. expect that taking action will help them avoid this negative condition, and,
3. believe they can take the recommend action comfortably and with confidence (self-efficacy)

One possible update needed to the Health Belief Model is the increasing expectation people hold that advances in science and medicine have created (and will continue to create) heath “shortcuts”—competing alternatives to health-related actions they may otherwise take. Consider frustrated dieters who have their stomach stapled, or resort to liposuction in lieu of a diet and exercise routine.

We are currently in an era where elective surgery is more and more commonplace. For example, from 1990 to 2002, the rate of total knee replacements for patients ages 75 to 84 more than doubled. (Source: Mayo Clinic)
The goal of most elective surgeries is to improve and maintain physical functioning and overall quality of life, but in some cases, it may act as a new alterative for people who have diverted from the traditional Health Belief Model.