The Perception of Risk Messages Regarding Electromagnetic Fields: Extending the Extended Parallel Process Model to an Unknown Risk

Abstract

The Extended Parallel Process Model (EPPM) was developed as a model to assist in the development of effective risk communication messages, specifically messages that elicit adaptive behavioral responses. It has shown to be effective in several settings invoking clearly delineated dangers (e.g., safety belt usage, condom usage).Unfortunately, communicating risk messages is not always so straightforward. One increasing concern in the risk communication field is the controversy over electromagnetic fields (EMFs) and the uncertain hazards they present to individuals. The purpose of this study is to test the EPPM with this unknown risk and to explore which type of risk message may motivate adaptive behavioral responses. In accordance with the EPPM model, 251 participants received either a low- or high-threat risk message and a list of control measures they could use to reduce their exposure to EMFs. Results suggest that the EPPM model can be extended to an unknown risk.

The Extended Parallel Process Model

“…Beliefs about one's risk of experiencing the threat (Witte, 1998;Witte et al, 1996) (Witte, 1998;Witte et al, 1996) Efficacy = Response efficacy + Self efficacy (Gore & Bracken, 2005;LaVela et al, 2007McMahan et al, 1998 Self-efficacy Beliefs about one's ability to perform the recommended response to avert the threat (Gore & Bracken, 2005;Witte, 1998;Witte et al, 1996) I (Witte et al, 1996) Response efficacy…”

Use of the Extended Parallel Processing Model to Evaluate Culturally Relevant Kernicterus Messages

“…The guide includes (a) in-depth information on jaundice and how it is treated; (b) information on how to use the guide; (c) checklists for expectant parents to use before the baby is born (and what action to take if the child is at risk), for parents to complete before they take their newborn home from the hospital (and what to do if the baby is at risk), and for new parents to complete during the first few days the baby is home (e.g., tracking the number of wet and dirty diapers); (d) The EPPM is an effective and commonly utilized framework in communication health campaigns and is designed to increase the adoption of positive health behaviors (Gore & Bracken, 2005;McMahan, Witte, & Meyer, 1998;Rimal, 2001;Roberto, Meyer, Johnson, & Atkins, 2000;Witte & Allen, 2000). The EPPM attempts to explain how individuals process and respond to threatening persuasive messages by addressing both emotional and cognitive aspects of message processing that contribute to the acceptance of a message (Witte, 1992).…”

“…Perceived efficacy is an important determinant of the success of a persuasive message (McMahan et al, 1998;Roberto et al, 2000;Witte, 1992) and includes both response efficacy (whether the recommended action is perceived to lead to a reduction in threat) and self-efficacy (the degree to which a person feels he or she is capable of performing the recommended action). As perceived threat and efficacy increase, individuals are motivated to address the presented danger (Gore & Bracken, 2005).…”

Pandemic influenza and its definitional implications

“…[1][2][3] Worst-case thinking replaced balanced risk assessment. Worst-case thinking is motivated by the belief that the danger we face is so overwhelmingly catastrophic that we must act immediately.…”

“…This strategy has certain merits: research suggests that people are more likely to engage in desired protective behaviours in the face of uncertain risk if they perceive the threat to be legitimately severe and relevant to them (and thus motivating), and if they view the recommended intervention as efficacious. [3][4][5] This would argue for severity as the main definitional predicate for pandemic declaration, rather than geography and virology.…”