Department of Communication, Missouri State University, 901 S. National Ave., Springfield, MO 65897, USA.
Health Commun. 2013;28(1):20-8. doi: 10.1080/10410236.2012.719478.
The Extended Parallel Process Model (EPPM) posits that an effective fear appeal includes both threat and efficacy components; however, research has not addressed whether there is an optimal threat-to-efficacy ratio. It is possible that varying levels of threat and efficacy in a persuasive message could yield different effects on attitudes, beliefs, and behaviors. In a laboratory experiment, women (n = 442) were exposed to human papilloma virus (HPV) prevention messages containing one of six threat-to-efficacy ratios and one of two message frames (messages emphasizing the connection between HPV and cervical cancer or HPV and genital warts). Multiple mediation analysis revealed that a 1-to-1 ratio of threat to efficacy was most effective at increasing prevention intentions, primarily because it caused more fear and risk susceptibility than other message ratios. Response efficacy significantly mediated the relationship between message framing and intentions, such that participants exposed to a genital warts message reported significantly higher intentions, and this association can be explained in part through response efficacy. Implications for future theoretical research as well as campaigns and intervention research are discussed.
扩展平行过程模型（EPPM）认为，有效的恐惧诉求包括威胁和效能两个部分；然而，研究尚未解决威胁与效能的最佳比例是多少。在一个有说服力的信息中，威胁和效能的不同程度可能会对态度、信念和行为产生不同的影响。在一项实验室实验中，女性（n=442）接触了包含六种威胁与效能比例之一和两种信息框架之一的人乳头瘤病毒（HPV）预防信息，信息框架强调 HPV 与宫颈癌或 HPV 与生殖器疣之间的联系。多重中介分析表明，威胁与效能的 1:1 比例最能有效增加预防意愿，主要是因为它比其他信息比例引起了更多的恐惧和风险易感性。反应效能显著中介了信息框架与意愿之间的关系，因此，接触生殖器疣信息的参与者报告的意愿显著更高，而这种关联可以部分通过反应效能来解释。讨论了对未来理论研究以及运动和干预研究的意义。
