Applying the E-EPPM Model and the Message Sequence: The Case of the Zika Virus

• In Event: Theory and Research on Testing Health Message Effects

Abstract

In the context of the Zika virus, the current study tested the applicability of the Extension-Extended Parallel Process Model (E-EPPM) and investigated the effects message sequences alternating threat and efficacy to identify the one more likely to steer individuals toward the intention to adopt protective measures. In a 2 threat (high vs. low) × 2 efficacy (high vs. low) × 2 sequence (threat/efficacy vs. efficacy/threat) experiment, each participant saw one of eight messages. As predicted, high threat messages increased higher anxiety than fear, which resulted in higher motivation to obtain protection-related information, and then led to higher attention to the information, increased self and response-efficacy. High response-efficacy increased intention to act; however, self-efficacy was negatively related to intention. Interactions among the independent variables were not significant, but sequence made a difference for individuals already aware of the virus. The application of the findings in healthcare campaigns is discussed.

Authors

• Paola Conte, U of Oklahoma

• FuWei Sun, U of Oklahoma

• Rashmi Thapaliya, U of Oklahoma