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The Extended Parallel Process Model. Fear Appeals. Messages designed to scare people by describing the terrible things that will happen to them if they do not do what the message recommends. Appraisal of Threat. Danger or harm that exists in the environment. Perceived susceptibility
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Fear Appeals • Messages designed to scare people by describing the terrible things that will happen to them if they do not do what the message recommends.
Appraisal of Threat • Danger or harm that exists in the environment. • Perceived susceptibility • Perceived severity
Appraisal of Efficacy • The effectiveness, feasibility, and ease with which a recommended response impedes or averts a threat. • Response efficacy • Self-efficacy
Possible Outcomes • Three responses to a message: • No response • Fear control • Danger control
Extended Parallel Process Model Danger Control Process Protection Motivation Adaptive Changes Message Components Self-efficacy Response-efficacy Susceptibility Severity Perceived Efficacy Perceived Threat FEAR Defense Motivation Maladaptive Changes No threat perceived No response Fear Control Process From Witte (1992).
Cardiovascular Example:Low Threat Message Components 20 minutes of cardiovascular exercise 4 times/week = reduced risk of heart disease. • Perceived Threat = Low • Heart disease doesn’t run in my family. • Many people with heart disease live normal lives. • Perceived Efficacy = Irrelevant No threat perceived No response Adapted from Witte & Roberto (in press).
Cardiovascular ExampleHigh Threat/Low Efficacy • Perceived Threat = High • Heart disease runs in my family. • Heart disease can be fatal. • Perceived Efficacy = Low • Exercise alone isn’t enough. • I don’t have the time. Message Components 20 minutes of cardiovascular exercise 4 times/week = reduced risk of heart disease. FEAR Defense Motivation Maladaptive Changes Denial, avoidance, etc. Fear Control Process Adapted from Witte & Roberto (in press).
Cardiovascular Example:High Threat/High Efficacy Danger Control Process Protection Motivation Adaptive Changes Exercise • Perceived Threat = High • Heart disease runs in my family. • Heart disease is fatal. • Perceived Efficacy = High • Exercise prevents heart disease. • I can make the time. Message Components 20 minutes of cardiovascular exercise 4 times/week = reduced risk of heart disease. FEAR Adapted from Witte & Roberto (in press).
Extended Parallel Process Model Reproduced with permission from the authors. Council for a Tobacco-Free Ontario, Program Training and Consultation Centre, & The Health Communication Unit (University of Toronto).
References Thesenvitz, J. (2000). Understanding and using fear appeals for tobacco control. Toronto, Ontario, Canada: Council for a Tobacco-Free Ontario, The Program Training and Consultation Centre and The Health Communication Unit (University of Toronto). Witte, K. & Roberto, A. J.(in press). Fear appeals and public health: Managing fear and creating hope. In L. Frey and K. N. Cissna (Eds.), Handbook of applied communication. Fort Worth, TX: Harcourt Brace Jovanovich. Witte, K. (1992). Putting the fear back into fear appeals: The extended parallel process model. Communication Monographs, 59, 329-349.