1 PREPRINT CITATION: Cismaru, Magdalena and Anne M. Lavack (2007), “Interaction Effects and Combinatorial Rules Governing Protection Motivation Theory Variables,” Marketing Theory, 7(3), 249-70. Interaction Effects and Combinatorial Rules Governing Protection Motivation Theory Variables: A New Model Final version August 18, 2006 Magdalena Cismaru Assistant Professor Faculty of Business Administration University of Regina 3737 Wascana Parkway, Regina, Saskatchewan, Canada S4S 0A2 Phone: (306)-585-4723, Fax: (306)-585-5361, E-mail: Magdalena.Cismaru@uregina.ca Anne M. Lavack Associate Professor, Faculty of Business Administration University of Regina 3737 Wascana Parkway Regina, Saskatchewan, Canada S4S 0A2 Phone: (306)-585-4716, Fax: (306)-585-4805, E-mail: Anne.Lavack@uregina.ca * This research is supported by a grant from the University of Regina President’s Fund and the Saskatchewan Institute of Public Policy (SIPP).