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