Fear Appeals

fear control

message depicts significant threat but recommended response is ineffective message is rejected no changes are made

Fear study predictions

the more fear the more effective people listen

motivation

engage in the recommended response (fight)

Components of EPPM

-Fear -Threat -Efficacy -Appraisal

Study found

-High fear produced amount of conformity with message recommendations -low fear produced the most conformity with recommendation

Efficacy

-component of EPPM a persons belief that message recommendations can be implemented and will effectively reduce the threat represented in the message

if perceived threat < perceived efficacy

= danger control

if perceived threat > perceived efficacy

= fear control

Extended Parallel Process Model (EPPM)

Explains the responses to fear appeals

create or evaluate a fear appeal (step 2)

audience perception of efficacy must exceed amount of perceived threat

Threat

a message receivers that he/she is susceptible to some negative situation outcome -component of EPPM

fear appeal

a message that outlines the negative consequences of failing to comply with a particular recommendation

Danger control

accepting message recommendations ans making appropriate behavioral changes

fear control and danger control

are mutually exclusive (either or not both)

create or evaluate a fear appeal (step 1)

audience must perceive a sufficient level of severity and susceptibility (i.e. threat)

self efficacy

can I enact the recommended response? (personally)

Appraisal

component of EPPM evaluation of threat and efficacy

drive

defensively avoid (flight)

Threat motivates action and efficacy

determines nature of action

fear creates a _____________ or _______________

drive or motivation

Fear control

focusing on controlling ones fear

danger control

focusing on controlling the threat

Janis and Feshbach (1953)

gum disease study negative consequence of improper toothbrushing

Severity

how bad will this be? (threat)

Susceptibility

how likely is this to happen to me? (threat)

response efficacy

is there a response that will effectively reduce the threat?

fear control example

it is a serious problem that I am at risk for, and I cannot effectively avert the threat - so ignore it

danger control example

it is a serious problem that I am at risk for, but I know I can do something effectively to avert it

Fear

negative emotion that is accompanied by a high level of arousal component pf EPPM

when threat is high and efficacy is high

people control the danger and protect themselves

when threat is high and efficacy is low

people control their fear and ignore the message

when threat is low

there is no response to the message

what is necessary to motivate message processing?

threat

Perceived threat and efficacy determine

whether people engage in fear or danger control