Centre for Socially Responsible Marketing, University of Lethbridge, 4401 University Drive W, Lethbridge, Alberta, Canada.
Health Commun. 2013;28(1):29-39. doi: 10.1080/10410236.2012.708632.
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.
扩展平行过程模型（EPPM）提出，当威胁和功效相结合时，恐惧诉求最为有效。三项在工作场所安全背景下进行的研究检验了各种 EPPM 因素的使用及其效果，特别是倍增效果。研究 1 是一项内容分析，检验了实际工作场所安全信息中 EPPM 因素的使用。研究 2 用 212 名建筑学员进行了实验测试。研究 3 在四个英语国家（澳大利亚、加拿大、英国和美国）用 1802 名男性复制了这个实验。这三项研究的结果（1）表明在现实工作场所安全通信中 EPPM 组件的使用不一致，（2）支持自我效能对于有效利用威胁的必要性，（3）表明当所有模型组件（严重程度、易感性和功效）都存在时，沟通效果最大化的倍增效应，（4）用四个英语国家的血腥诉求验证了这些发现。
