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The protection motivation theory is an attitude-based model. It holds that a fear appeal argument initiates a cognitive assessment process that considers the severity of the threatened event, the probability of the occurrence of the event, and the efficacy of a recommended behavior response.
The extended parallel process model (EPPM) is a fear appeal theory developed by communications scholar Kim Witte that illustrates how individuals react to fear-inducing messages. [1] Witte subsequently published an initial test of the model in Communication Monographs .
Accordingly, a more recent security application of protection motivation theory by Boss et al. (2015), returned to use of the full nomology and measurement of fear in an organizational security context with two studies. A process-variance model of protection motivation theory was strongly supported in this context, as depicted in Figure 1. [22]
Fear-only fear pattern Partial-relief fear pattern Fear-relief fear pattern. In advertising, a fear pattern is a sequence of fear arousal and fear reduction that is felt by the viewing audience when exposed to an advertisement, [1] which attempts to threaten the audience by presenting a negative physical, psychological or social consequence that is likely to occur if they engage in a ...
Examples of well-known, and frequently applied, behavior change methods are fear appeals, persuasive communication, and modeling. The concept of a behavior change method can be illustrated, for example, using the metaphor of physical exercise. When a person wants to get larger biceps, the person can use a dumbbell and perform exercises. These ...
The Albarracín model, [7] which is a stage model developed in 2002, builds off both McGuire's work and the Yale attitude change approach in regards to the sequence of message processing stages. The study found that message processing may occasionally bypass early stages and takes a step towards addressing the role of processing stages on ...
This explains why oftentimes fear appeals used in advertising do not work on the audience. As the threat perceived by the audience increases and the capacity to produce the desired effect is low, people will tend to do the opposite of what is advocated. [21] Attitude change can also be influenced by the immediate social environment.
Similar studies have also used fear appeal cues in communication to motivate security protection behaviors. [90] Transactional leaders focus on surface-level details in security messages, while transformational leaders consider them more deeply. Fear-based messages work better for transactional leaders when appealing to emotions and credibility ...