The Extended Parallel Process

Model

Presented by Jeremy Chambers

MPH: Environmental & Occupational Health & Safety

Discuss the question EPPM attempts to answer:

“How do individuals respond to fear-arousing communications”

Through a short analysis of a couple PSAs (Public Service Announcements)

Take Home Messages

Exercise Scenario: Implement EPPM with Ebola outbreak

Outline

FEAR RESPONSE will generate:

Protection motivation = Message acceptance

OR

Defense motivation = Message reception

Extended Parallel Process Model

Extended Parallel Process Model

Danger- Control Process:

Designers are hoping to achieve: Person will engage in strategies to advert threat.

Measured by changes in: beliefs/attitude/intention/behaviorConsistent with message position

Fear-Control Process:People believe they are unable to engage in recommended response

ORThey believe response is ineffective [message missed target].

Therefore person is controlling the fear vs. controlling threat

Extended Parallel Process Model

Given that the fear appeal works:

EPPM states the person will accept fear message and engage in a danger-control

process.

If fear appeal does not work: EPPM states the person will reject fear message

and engage in a fear-control process.

Extended Parallel Process Model

Fear-Control is measured by levels of cognitive

and effective response to the message, such as denial, defense avoidance, and reactance.

Defense avoidance- a person blocks thoughts/feelings of perceived health threat.

Example: I can do X despite what the message says

Extended Parallel Process Model

8

DECISIONS/INTENTIONS

SOCIAL SITUATION

BIOLOGY/PERSONALITY

THE THEORY OF TRIADIC INFLUENCE

ATTITUDESTOWARD THE

BEHAVIOR

SOCIALNORMATIVE

BELIEFS

Trial Behavior

EXPERIENCES: Expectancies -- Social Reinforcements -- Psychological/Physiological

SELF-EFFICACYBEHAVIORAL

CONTROL

Nurture/CulturalBiological/NatureIntrapersonal Stream Social/Normative Stream Cultural/Attitudinal Stream

Values/Evaluations

Knowledge/Expectancies

PerceivedNorms

Information/Opportunities

InterpersonalBonding

SocialCompetence

Interactions w/Social Instit’s

Others’Beh & Atts

Motivationto Comply

Skills:Social+General

Sense ofSelf/Control

SelfDetermination

1 2 3

7 8 9 10 11 12

13 14 15 16 17 18

l

4 5 6

19 20 21

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DistalInfluences

ProximalPredictors

Levels ofCausation

UltimateCauses

Social/Personal Nexus

Expectancies & Evaluations

Affect andCognitions

Decisions

Experiences

a

b c d e

f

g h i

jk m n

o

p q r

s

t u v w

x

Related BehaviorsJ

K

CF

IB E HA D G

CULTURALENVIRONMENT

Extended Parallel Process Model

Volkswagen: Eyes on the road—PSA on

Texting while driving

http://www.youtube.com/watch?v=JHixeIr_6BM

Comments?? Who’s is the message geared toward?What’s the point?Why?

Extended Parallel Process Model

An effective fear appeal will include four aspects:

Threat of harm if the message’s recommendations are not followed.

Threat that is personalized to the target of the message.

Response efficacy, in which the recommendation given will both eliminate the threat and demonstrate that this elimination is positive.

Personal efficacy or self-efficacy; the belief that an individual can perform the recommended action.

Extended Parallel Process Model

Take Home Message: Fear is a powerful reaction having emotional and cognitive components= excellent motivator in PH.

Fear induced messaging can increase perceived threat to change behavior.

The EPPM is an integrated model to address the way people respond to fear appeals by either:

Danger-control process or Fear control process

Understanding the audience is critical in message delivery

Extended Parallel Process Model

Situation: You are a member of a taskforce to develop a message [following the EPPM] directing hospital staff to follow proper protocols in using personal protective equipment (PPE) for known/suspected Ebola patients.

Theory/Models vs. Implementation99% Effective is unacceptable

What will be the message?

Oct. 14th 2014 BBC: Director of CDC-Dr. Frieden: “Breach of Protocol” has clearly occurred. We have to rethink the way we address Ebola infection control because even a single infection is unacceptable.”

Thought Exercise