The extended parallel process model (EPPM) is a fear appeal theory developed by communications scholar Kim Witte that illustrates how individuals react to fear-inducing messages.[1] Witte subsequently published an initial test of the model in Communication Monographs.[2]
The EPPM was developed by Witte as a response to the significant inconsistencies in fear appeal literature, serving as an extension of previous fear appeal models, hence the use of 'extended' in name 'EPPM'. The model is originally based on Leventhal's Parallel Process Model – a danger and fear control framework that studied how adaptive protective behaviour stemmed from attempts of danger control.[3] It also significantly draws from Roger's Protection motivation theory, which proposes two responses to fear-inducing stimuli: threat appraisal and coping appraisal.
The model's main theory is that when confronted with a fear-inducing stimulus, humans tend to engage in two simultaneous ways of message processing: a perceived efficacy appraisal (cognitive processing) and a perceived threat appraisal (emotional processing). Differences in message appraisal then lead to two behavioural outcomes, with individuals engaging in either a danger control process or a fear control process. In the case of the message being perceived as having no element of threat, individuals do not exhibit a response, and the message is ignored. The EPPM states that the danger control process leads to behavioural change, while the fear control process does not.
Witte's EPPM expands on previous fear appeal studies by explaining the reasons for failure in fear appeals and reincorporating fear as a central variable in the model. This is also the first fear appeal model that outlines the relationship between threat and efficacy in propositional forms.
The EPPM concludes that a fear control process leads to message rejection, while a danger control process leads to message acceptance, leading to adaptive behavioural changes.
^Witte K (December 1992). "Putting the fear back into fear appeals: The extended parallel process model". Communication Monographs. 59 (4): 329–349. doi:10.1080/03637759209376276.
^Witte K (June 1994). "Fear control and danger control: A test of the extended parallel process model (EPPM)". Communication Monographs. 61 (2): 113–134. doi:10.1080/03637759409376328.
^Leventhal H (June 1971). "Fear appeals and persuasion: the differentiation of a motivational construct". American Journal of Public Health. 61 (6): 1208–1224. doi:10.2105/AJPH.61.6.1208. PMC 1529874. PMID 4110702.
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