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Risk Perception Attitude Framework

  • By: Christine Skubisz
  • In: Encyclopedia of Health Communication
  • Edited by: Teresa L. Thompson
  • Subject:Public Health Education & Health Promotion, Health Psychology, Health Communication

The Risk Perception Attitude (RPA) framework was developed by communication researchers Rajiv N. Rimal and Kevin Real in 2003. The RPA framework was built upon the predications of the extended parallel process model (EPPM) and social cognitive theory. According to the framework, whether individuals will take action to mitigate impending risks is dependent upon both risk perception and efficacy beliefs. Perceived risk is the degree to which one feels susceptible to a threat and an evaluation of the severity of a threat. Efficacy is the belief in one's ability to change an outcome and the belief that the action taken will be effective. Across health contexts, efficacy is one of the most reliable predictors of behavior change.

The RPA framework posits that risk perception motivates behavioral ...

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