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

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  Danger- Control Process: Designers are hoping to achieve: Person will engage in strategies to advert threat. Measured by changes in: beliefs/attitude/intention/behavior Consistent with message position  Fear-Control Process: People believe they are unable to engage in recommended response OR They 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 S ITUATION BIOLOGY/ P ERSONALITY THE THEORY OF TRIADIC INFLUENCE ATTITUDES TOWARD THE BEHAVIOR SOCIAL NORMATIVE BELIEFS Trial Behavior EXPERIENCES: Expectancies -- Social Reinforcements -- Psychological/Physiological SELF-EFFICACY BEHAVIORAL CONTROL Nurture/CulturalBiological/Nature Intrapersonal StreamSocial/Normative StreamCultural/Attitudinal Stream Distal Influences Proximal Predictors Levels of Causation Ultimate Causes Social/ Personal Nexus Expectancies & Evaluations Affect and Cognitions Decisions Experiences a b c d e f g h i j k m n o p q r s t u v w x Related Behaviors J K C F I B E H A D G CULTURAL E NVIRONMENT

 Extended Parallel Process Model

  Volkswagen: Eyes on the road—PSA on Texting while driving 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. Implementation 99% Effective is unacceptable What will be the message? Oct. 14 th 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