Winner of the Distinguished Book Award by the Applied Communication Division of the National Communication Association, 2001 Effective Health Risk Messages provides step-by-step instructions for developing theoretically based campaigns that work. Students and readers will learn about message development theories, formative and summative evaluation, and even basic research designs for evaluating your campaign. Worksheets are provided at the end of each chapter to provide readers with hands-on, practical experiences in developing effective health risk messages. This book is suitable for practitioners, researchers, and students alike, and can act as a stand-alone text or supplementary text for persuasion, public health, advertising, and marketing classes.
Chapter 3: Putting it All Together: The Extended Parallel Process Model
When in graduate school, one of the authors gathered every article available on health risk messages and fear appeals. The collection amounted to about 100 published articles. Since then, the literature has grown rapidly and there are at least twice that many. Article after article has shown that for the most part, fear appeals are extremely effective persuasive messages. The articles of the last 20 years are especially convincing. Study after study showed that fear appeals worked with many different health topics (e.g., smoking, drinking, exercise, etc.) and with many different population groups.
Armed with this academic knowledge, the author then went to the field to work with health ...