Testing the effectiveness of health risk messages : threat and efficacy processing / Thinavan Periyayya and Vincent Wee Eng Kim

Periyayya, Thinavan and Wee, Vincent Eng Kim (2014) Testing the effectiveness of health risk messages : threat and efficacy processing / Thinavan Periyayya and Vincent Wee Eng Kim. Social and Management Research Journal (SMRJ), 11 (1). pp. 101-118. ISSN 1675-7017

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Abstract

This is a micro study of an on-going macro study of the different categories of fear appeals used in the on-going national anti-smoking campaign. A quasi-experimental design was used to study the respondents’ responses to the anti-smoking print advertisement campaign. Two types of advertisements were selected, one which depicted a social threat and the other a damaging health threat. Each type of advertisement was evaluated by two separate groups of
participants. The evaluation was based on the extended parallel process model’s (EPPM) risk diagnosis scale. The social threat advertisement had a low fear and efficacy message while the health threat advertisement had a high fear and efficacy message. Findings showed that the social threat (low fear/efficacy) was able to make the respondents of the study take a preventive behavioural or danger control position to avoid the negative consequences. In
comparison the damaging health threat (high fear/ efficacy) was found to move the participants to a fear control position or maladaptive behavioural position. The study
supported the main predictions of the EPPM, and showed that the efficacy construct determined how the fear appeal was processed (danger control or fear control).

Metadata

Item Type: Article
Creators:
Creators
Email
Periyayya, Thinavan
thinavan@utar.edu.my
Wee, Vincent Eng Kim
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Advertising > Advertising campaigns > Malaysia
H Social Sciences > HF Commerce > Advertising > Methods. Outdoor advertising. Billboards. Posters
Divisions: Universiti Teknologi MARA, Shah Alam > Research Management Centre (RMC)
Journal or Publication Title: Social and Management Research Journal (SMRJ)
UiTM Journal Collections: UiTM Journal > Social and Management Research Journal (SMRJ)
ISSN: 1675-7017
Volume: 11
Number: 1
Page Range: pp. 101-118
Official URL: https://smrj.uitm.edu.my/
Item ID: 12438
Uncontrolled Keywords: Extended Parallel Process Model, threat, fear appeal, cognitive processing
URI: https://ir.uitm.edu.my/id/eprint/12438

ID Number

12438

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