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The '''extended parallel process model''' ('''EPPM''') is a fear appeal theory developed by communications scholar [[Kim Witte]] that evaluates how individuals react to fear-inducing messages. It was first published in
EPPM was developed by Witte as a response to the significant inconsistencies in fear appeal literature, serving as
▲The '''extended parallel process model''' ('''EPPM''') is a fear appeal theory developed by communications scholar [[Kim Witte]] that evaluates how individuals react to fear-inducing messages. It was first published in ''[[Communication Monographs]]'', Volume 59, December 1992; Witte subsequently published an initial test of the model in a later article in ''[[Communication Monographs]]'', Volume 61, June 1994.
The model's
▲EPPM was developed by Witte as a response to the significant inconsistencies in fear appeal literature, serving as integration and extension of previous fear appeal models, hence the 'extended' in EPPM. The model is based initially on Leventhal's Parallel Process Model - a danger and fear control framework that studied how adaptive protective behaviour stemmed from attempts of danger control.<ref>{{Cite journal|last=Leventhal|first=H|date=June 1971|title=Fear appeals and persuasion: the differentiation of a motivational construct.|url=http://ajph.aphapublications.org/doi/10.2105/AJPH.61.6.1208|journal=American Journal of Public Health|language=en|volume=61|issue=6|pages=1208–1224|doi=10.2105/AJPH.61.6.1208|issn=0090-0036|pmc=1529874|pmid=4110702}}</ref> It also significantly draws from Roger's [[Protection motivation theory]], which proposes two responses to fear-inducing stimuli: threat appraisal and coping appraisal.
Witte's EPPM expands on previous fear appeal studies by explaining the reasons for failure in fear appeals and reincorporating fear as a central variable in the model. The first fear appeal model also outlines the relationship between threat and efficacy in propositional forms.
▲The model posits that when confronted with a fear-inducing stimulus, humans tend to engage in two simultaneous ways of message processing: a perceived efficacy appraisal (cognitive processing) and a perceived threat appraisal (emotional processing). Differences in message appraisal then lead to two behavioural outcomes, with individuals engaging in either a danger control process or a fear control process. In the case of the message being perceived as having no element of threat, individuals do not exhibit a response, and the message is ignored.
== Background ==
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* Audience: The characteristics of the audience receiving the message
Fear appraisals are the mental evaluations made in response to experiencing fear-inducing stimuli and are also known as threat appraisals. Fear appeal literature is primarily focused on understanding and deriving key fear appraisal processes in humans, with the intention of using it to drive social campaigns and behavioural interventions.<ref name=":0">{{cite journal|last1=Maloney|first1=E.|last2=Popova|first2=L|year=2011|title=The Extended Parallel Process Model: Illuminating the Gaps in Research|journal=Health Education and Behavior|volume=39|pages=455–473|doi=10.1177/1090198111418108}}</ref>
Witte's motivations for designing an updated fear appeal model was, as described by her, due to the declining role of fear in fear appeals. While initially, fear was the pinnacle of theoretical fear appeal literature, it was starting to be considered as a control variable in subsequent models. A lack of precision in the Parallel Process Model and empirical inconsistencies in the Protection Motivation Theory were also noted by Witte as reasons for formulating an extended parallel process model.
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