The '''Extendedextended Parallelparallel Processprocess Modelmodel''' ('''EPPM''') is a framework developed by Kim Witte which attempts to predict how individuals will react when confronted with [[fear]] inducing [[Stimulus (psychology)|stimuli]]. It was first published in ''[[Communication Monographs]]'', Volume 61, June 1994. This model is based on Leventhal's danger control/ fear control framework and on Roger's [[Protectionprotection Motivationmotivation Theorytheory]].<ref>https://www.msu.edu/~wittek/fearback.htm</ref> It is commonly used in health communication campaigns when a message is attempting to persuade audience members to adopt a healthy behavior. In order for fear-based campaigns to be effective, they must induce a moderately-high level of fear and a higher level of self-efficacy and response efficacy. When the audience feels that there is a higher level of fear than efficacy, the message is ineffective.
