Sara Pourrazavi
1,2 
, Hamid Allahverdipour
1,2*1 Research Center of Psychiatry and Behavioral Sciences, Tabriz University of Medical Sciences, Tabriz, Iran
2 Health Education & Promotion Department, Tabriz University of Medical Sciences, Tabriz, Iran
Abstract
Emerging evidence indicates that perceived barriers and benefits frequently operate subconsciously, shaped by cognitive heuristics, biases, and affective processes, functioning as contextual variables. This prompts a critical question: Are they fundamental to behavioral theories, or can they be conceptualized as implicit constructs and contextual factors without weakening theoretical robustness? Framing perceived barriers and benefits within broader heuristic frameworks as contextual elements may streamline models, enhance their adaptability across diverse contexts, and preserve theoretical integrity.