The Effects of Fear Appeals and Message Format on Promoting Skin Cancer Prevention Behaviors among College Students

Abstract

This study tested the Extended Parallel Process Model (EPPM) by examining how fear mediated the effects of threat on individuals’ assessment of risk, which was neglected in many fear appeal studies. Second, this study treated efficacy as an existing perception, and explored the effects of varying levels of threat and efficacy on individuals’ behavioral intention. Furthermore, this study examined whether message format, such as narratives, played a role on individuals’ behavioral intention. Implications for the EPPM and health message development were discussed.