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178  Chapter 7.  Concordance

           of time; those finding it difficult to get the garment on and off
           might stop wearing it all together. Self-efficacy therefore has
           important implications for concordance in cases where self-
           care is required. Low levels of self-efficacy have been also
           been implicated in patients with leg ulcers who do not engage
           in physical exercise (Heinen et al.   2007 ), poor concordance
           with compression bandaging (Finlayson et al.   2010 ), and poor
           foot-care in people with diabetic neuropathic foot complica-
           tions (Vileikyte et al.   2004 ).
              Patient beliefs are also central to the self-regulatory theory
           or ‘common sense’ model of illness, put forward by Leventhal
           and colleagues (Leventhal and Cameron   1987 ;  Leventhal
           et al.   1997 ,  2003 ). According to this model, ‘common- sense’
           beliefs about illness and their remedies shape our response
           to threats to our health. Thus we expect aspirin to cure a
           headache, antibiotics to clear infection, ointment to soothe
           an itchy rash and so on (Leventhal et al.   2003 ). When  our
           expectations are fulfilled (e.g. the ointment soothes the itch),
           behaviours are reinforced and we are more likely to repeat
           them in the future. However, if our expectations are thwarted
           then we will reassess the situation, questioning the relevance
           of the remedy (perhaps this rash is more serious than first
           imagined) or its efficacy. Concordance behaviours are there-
           fore heavily influenced by these common- sense beliefs, and
           the patient’s ‘illness perceptions’, that is their representations
           of their illness. Illness perceptions differ from person to per-
           son (Cameron and Leventhal 2003) and even patients with
           the same medical condition can hold very disparate views of
           their illness. The way that patients think about their illness is
           structured around five cognitive dimensions:
               1.      illness identity  – the label an individual gives to their ill-
             ness and the symptoms that they believe are associated
             with the condition;
              2.     t imeline –  how long the patient expects the condition to
             last;
              3.      causes  of the illness;
              4.      consequences  of their health problem;
              5.      control  over disease progress (can treatment effect a cure)
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