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The Effect of Fear Appeal and Efficacy, Involvement on Mental Health related Campaign Message

Park, Sieun 1 Choi, Soojung 1 Jeong, Se-Hoon 2

1고려대학교 일반대학원 언론학과
2고려대학교

Candidate

ABSTRACT

This study aims to investigate the effect of fear appeal and efficacy of health campaign message on users’ perceived fear level, perceived efficacy level, message acceptance, and message resistance. In this process, the influence of fear appeal and efficacy is examined based on Extended Parallel Process Model(EPPM). 156 adults were randomly assigned to messages with two different level of fear appeal(high/low) and two different level of efficacy. Results showed that the main effect of fear appeal in campaign message on perceived severity was found. Interaction between fear appeal level and efficacy level on response efficacy was also found. In addition, interaction between efficacy level and depression experience on message attitude was found. Similarly, interaction between efficacy level and counseling experience on message attitude was also found. The results have important implications for health communication and PR research by suggesting importance of tailoring based on audience features.

Citation status

* References for papers published after 2022 are currently being built.