extended parallel process model theory
In online advertisements, a fear appeal is described as a specific message that has been developed to scare a particular group of people that has been intended. This is done by describing threats that are very serious to the audience that has been targeted. This tactic is generally used in motivating the targeted group of people either to take part or not to take part in various behaviors that are based on fear.
Various theories have been brought up regarding the fear appeal. These theories are the protection of motivation theory, the acquired fear-driven model, and the process that is a parallel model (“advertisement health appeals – Google Search,” 2020). Even though these theories do exist, there is one theory that overrides all of the other methods as it expands research and helps to make the fear appeal more effective. This theory is popularly known as the extended parallel process model theory, abbreviated as EPPM.
This theory is interested in how threats that are perceived and perceived efficacy may lead to a specific change in the behaviors of an individual that is based on fear. According to this theory of EPPM, a threat that is perceived carries along the susceptibility of perception, which is one’s perception of the rate at which fear can occur. It also consists of one’s perception of how serious a threat can occur, which is referred to as perceived severity. Also, there is perceived efficacy which comprises of efficiency in terms of response. This is how an individual perceives safeness and how effective response to a threat that has been recommended is. Self-efficacy means the easiness or simplicity that one believes he or she can be able to engage in a specific action that has been suggested. This theory argues typically that the threat that has been perceived generally determines how easy the act of motivation can be while the perceived efficacy is used to determine the way an individual will act towards a threat.\
The EPPM theory explains that appeal to fear might only be viewed as useful if there is a threat that has been strongly perceived, and the component of strong efficacy.
Various responses are possible to the message of this appeal to fear. For instance, one of the reactions is no response. If the perceived susceptibility has been lowered or the severity perceived of the consequences has been lowered, then one does not need to respond in a certain way that the advertisement message expects you to. One should not just think that danger can happen or that it will not be severe in case it happens.
The second response is the response that is controlled by fear. Here, the threat that has been perceived is higher compared to the perceived efficacy. One might believe that they are susceptible to a specific given risk and believe that there will be severe consequences. One does not believe that the action that has been recommended can be useful to prevent any effects, or one does not believe that they can be able to take any action that is effective towards a threat. Here, one will do everything possible to reduce fear more compared to the consequences.