Week 6 - EPPM Flashcards
What are NCD’s?
Noncommunicable diseases: chronic diseases that are not caused by infections and cant rly spread from one person to another (cancer, diabetes and heart disease)
Give example of emotions and their corresponding action tendencies
Fear - Avoidance, Happiness - Continuation, Compassion - help others and anger - attack
What are emotions in terms of EPPM and week 6?
signals of goal attainment (or lack thereof) → when you feel an emotion, your body automatically tries to do something (subsequent behaviour) to help deal with it faster, e.g. if you feel fear, you might want to run away
How to use emotions and action tendencies in health comm?
- Consider the behaviour u want to promote (donating to a charity)
- Choose the matching emotion that would elicit the action tendency (compassion, helping)
What is EPPM?
Explains how to motivate people based on their fears and ensures that there IS a solution to their problem. When confronted with something fear-inducing, the model makes the individuals participate in the following processes/outcomes: fear control process and danger control process
What are the two types of control processes in EPPM
1) fear control process: perceived threat= high, perceived efficacy= low; moving away from the message; evokes negative emotions such as fear and is related to action tendencies such as denial, defensive avoidance and reactance.
2) danger control process → perceived threat = high AND perceived efficacy = high; the acceptance of the message, thinks about how to deal with the threat
Are the two processes in EPPM mutually exclusive?
No but also do not have to follow each other to work. It can be one or the other too. For example: showing smoker’s lungs on the cigarette packs. They may not actively instruct smokers to perform an action or CTA, but they instill fear which alone might move the person away from it.
Another example: a tv commercial showing consequences of drunk driving (like devastated families, blood). It might not show specific steps to take to avoid drunk driving, but it provokes an emotional response.
What are the 4 different external stimuli and how are they grouped in EPPM?
1)Susceptibility: the threat exists and it could affect them
2)Severity: how serious the threat is. Both under perceived threat
3)Response efficacy: how a change of behaviour will reduce the threat, otherwise no motivation
4)Self-efficacy: how they have the skills or resources needed to engage in the recommended behaviour. Both under perceived efficacy
How to know if a health comm product has good fear appeal?
Only if it induces strong fear AND proposes a clear action/alternative that people feel capable of performing
Can types of threats can EPPM work with?
Personal and societal threats: people don’t have to feel personally threatened to see that it affects the society at large. For example: vaccinations are crucial to control the spread of the virus, protecting vulnerable populations (even if its not your country)
