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  • Applying the Extended Parallel Process Model to Workplace Safety Messages

    Author(s)
    Basil, Michael
    Basil, Debra
    Deshpande, Sameer
    Lavack, Anne M
    Griffith University Author(s)
    Deshpande, Sameer
    Year published
    2013
    Metadata
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    Abstract
    The extended parallel process model (EPPM) proposes fear appeals are most effective when they combine threat and efficacy. Three studies conducted in the workplace safety context examine the use of various EPPM factors and their effects, especially multiplicative effects. Study 1 was a content analysis examining the use of EPPM factors in actual workplace safety messages. Study 2 experimentally tested these messages with 212 construction trainees. Study 3 replicated this experiment with 1,802 men across four English-speaking countries-Australia, Canada, the United Kingdom, and the United States. The results of these three ...
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    The extended parallel process model (EPPM) proposes fear appeals are most effective when they combine threat and efficacy. Three studies conducted in the workplace safety context examine the use of various EPPM factors and their effects, especially multiplicative effects. Study 1 was a content analysis examining the use of EPPM factors in actual workplace safety messages. Study 2 experimentally tested these messages with 212 construction trainees. Study 3 replicated this experiment with 1,802 men across four English-speaking countries-Australia, Canada, the United Kingdom, and the United States. The results of these three studies (1) demonstrate the inconsistent use of EPPM components in real-world work safety communications, (2) support the necessity of self-efficacy for the effective use of threat, (3) show a multiplicative effect where communication effectiveness is maximized when all model components are present (severity, susceptibility, and efficacy), and (4) validate these findings with gory appeals across four English-speaking countries.
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    Journal Title
    Health Communication
    Volume
    28
    Issue
    1
    DOI
    https://doi.org/10.1080/10410236.2012.708632
    Subject
    Marketing not elsewhere classified
    Communication and media studies
    Publication URI
    http://hdl.handle.net/10072/59857
    Collection
    • Journal articles

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