Extended Parallel Process Model EPPM Health Communication Theories
- Slides: 22
Extended Parallel Process Model (EPPM) Health Communication Theories: Fear Messages
Overview of Class • Extended Parallel Process Model (EPPM) • • Fear Appeals Aspects of EPPM Outcomes of Fear Messages Applying EPPM • Class Feedback
Take Away Points • Vocab: severity, susceptibility, response efficacy, self-efficacy • What is the basic concept of EPPM? • What are the four message components that EPPM says health campaign messages should have? • What are the two aspects that people evaluate when perceiving a message? • How do these evaluations lead to different outcomes? • What are the two outcomes? • Which one is desirable? • In what ways is the Health Belief Model similar to/different from EPPM?
Extended Parallel Process Model (EPPM) • Health Communication Theory • Describes: how we can write fearful health messages to get people to engage in a health behavior
When we see a fear-inducing message we evaluate the perceived threat.
When we see a fear-inducing message we evaluate the perceived threat. Severity Susceptibility
We also evaluate our perceived efficacy for dealing with the threat. Response Efficacy Self-Efficacy
How someone processes the message leads to one of two outcomes. • Outcome 1: Danger control • Control the threat itself thorough some kind of action • Outcome 2: Fear control • Suppress the message or reduce the fear generated by the message
EPPM
You read a fear-appeal message. What is your response when… • Your perceived threat is low, but your perceived efficacy is high? • What causes perceived threat to be low? • Your perceived threat is high, and your response efficacy is low? • Your perceived threat is high, your response efficacy is high, and your self efficacy is low? Perceived Threat • Severity • Susceptibility Perceived Efficacy • Response efficacy • Self efficacy
EPPM • Which response do health campaign designers want to evoke? • What message characteristics should the health campaign include to best evoke that response?
Applications • Very frequently used for health related campaigns • • Safer sex Agricultural safety Anti-smoking/smoking cessation Drug abuse prevention
Evaluate the health message
Evaluate the health message
Evaluate the health message
Evaluate the health message - WARNING
Evaluate the health message
Evaluate this gun PSA on your own • http: //www. anthonyroberto. com/eppm/triggerlockradiopsa. aiff • http: //www. anthonyroberto. com/eppm/hepatitisbbrochure. pdf
Challenge: Inspire your father to stop smoking! • If you were going to use this theory to create a fear appeal message for a loved one, what should you say in your message?
How is EPPM similar to the Health Belief Model?
Take Away Points • What is the basic concept of EPPM? • What are the four message components that EPPM says health campaign messages should have? • What are the two aspects that people evaluate when perceiving a message? • How do these evaluations lead to different outcomes? • What are the two outcomes? • Which one is desirable? • In what ways is the Health Belief Model similar to/different from EPPM?
Class Feedback • You should NOT write your name • Tell me: • Three things that you LIKE about the class and want to remain the same • Three things that you would CHANGE about the class (and how) • Your favorite thing that we’ve done in here or that you’ve learned so far