| Abstract | This study explored the accuracy of the extended parallel processing model proposed by Witte (1992), the predicted outcomes, the way key variables within the EPPM (including threat and efficacy constructs) are currently conceptualized, and whether or not self-enhancement had an effect on the models predicted outcomes. Participants included 292 young adults who were surveyed through online questionnaires. The questionnaires tested the extended parallel processing model, also known as the EPPM, predictions through three measures: the Behavioral Intention Measure (Fishbein Azjen, 2010), the Fear Response Scale (Witte, 1992), and the Message Derogation Scale (Witte, 1992). The questionnaires also measured individuals levels of self-enhancement. Conducting analysis with self-enhancement only yielded one significant result, indicating there was not support for the proposed hypotheses. Although the hypotheses were not supported, results indicated that when self-enhancement was high and severity was high, self-efficacy had a positive effect on behavioral intention. Further analysis conducted without self-enhancement, and although the further analysis did not support the proposed hypotheses, the analysis indicated some of the EPPM predictions were accurate and provided insight as to the drivers of these outcomes. In the original EPPM, threat is composed of severity and susceptibility; if either variable is perceived to be high, the overall message is seen as threatening, and therefore prompts the individual to respond accordingly (Witte, 1992).^In this experiment, however, fear control was only effected by the level of severity. Additionally, the EPPM predicts that individuals with low perceived efficacy are more likely to respond with message rejection (Witte, 1992). This was supported by the experimental findings which showed that individuals who perceived high levels of self-efficacy were less likely to respond with message rejection. Some of the data analysis from this experiment indicated predictions that did not follow the EPPM. More specifically, in the experiment, when response efficacy was low, individuals were more likely to respond with intended behavior change, which is not predicted by the EPPM. Furthermore, when the susceptibility condition was low, a condition that actually elicited greater perceived susceptibility, individuals reported lower intended behavior change. These findings contradict what the EPPM predicts (Witte, 1992). |
