The EPPM uses persuasive fear-inducing messages to induce intended behavioural responses. Witte details three main processes involved in fear appraisal: the fear appeal
inputs, the message
processing of the inputs, and the
outputs, or action taken after evaluating the perceived threat.
Fear appeal inputs According to fear appeal studies, a fear appeal has two components: a component of threat and a component of efficacy. These two components are further divided into two categories each. The threat component is composed of
severity and
susceptibility, while the efficacy component is composed of
response efficacy and
self-efficacy. These four key factors, as defined by the EPPM, predict the likely outcome of communications that involve a fear appeal.
Threat variables •
Susceptibility – The perception the individual has of how likely the threat is to impact them. •
Severity – The perception the individual has of the magnitude of the threat.
Efficacy variables •
Self-efficacy – The perception the individual has that they are competent to perform the tasks needed to control the risk. •
Response efficacy – The perception the individual has that the action, if carried out, will successfully control the risk. The outcome of fear appeals is determined by an
appraisal, that is, the evaluation of the message as either dangerous or indifferent.
Fear appraisal Appraisal Theory states that an individual makes either an emotional or affective response to external stimuli. The EPPM outlines two primary appraisals an individual makes in response to a fear appeal: a threat appraisal, followed by an efficacy appraisal. ;Low threat appraisal: When a threat appraisal is perceived to be low, i.e., there is a lack of imminent threat, the fear appeal is rejected immediately. ;Moderate to High threat appraisal: When a threat appraisal is perceived as moderate or high, fear is induced, and individuals begin the efficacy appraisal. ;Low efficacy appraisal: When the efficacy appraisal is perceived to be low, the message does not induce behavioural change. ;Moderate to High efficacy appraisal: When the efficacy appraisal is perceived as moderate or high, the message induces a behavioural change. After appraisals of the fear appeal, individuals then take action based on whether the threat is imminent or trivial.
Fear Appeal Outputs The EPPM predicts three possible outputs after the fear appraisal is carried out: ;Danger control: When an individual perceives that the severity and susceptibility are high (i.e., high threat appraisal) and also perceives that they are competent to take mitigating action (i.e., high efficacy appraisal), then they are likely to act to control the danger. ;Fear control: The model predicts that if an individual perceives their ability to control risk as low, even if the severity and susceptibility are perceived as high, they are likely to take steps to control their fear instead. Fear control responses are defined as coping mechanisms that reduce fear and include
denial,
psychological reactance and
defensive avoidance. These are
maladaptive changes, or counterproductive behaviours. Fear controlling behaviour may involve the use of
cognitive defence mechanisms such as "
It will happen to me sooner or later", in order to manage the state of
anxiety. ;No Response: The severity or susceptibility of the danger is perceived as low, and the individual rejects the message. There is no behavioural change. == Applications ==