Testing the effectiveness of health risk messages : threat and efficacy processing / Thinavan Periyayya and Vincent Wee Eng Kim

This is a micro study of an on-going macro study of the different categories of fear appeals used in the on-going national anti-smoking campaign. A quasi-experimental design was used to study the respondents’ responses to the anti-smoking print advertisement campaign. Two types of advertisements wer...

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Main Authors:	Periyayya, Thinavan, Wee, Vincent Eng Kim
Format:	Article
Language:	English
Published:	Research Management Institute (RMI) 2014
Subjects:	Malaysia Methods. Outdoor advertising. Billboards. Posters
Online Access:	http://ir.uitm.edu.my/id/eprint/12438/ http://ir.uitm.edu.my/id/eprint/12438/1/AJ_THINAVAN%20PERIYAYYA%20SMRJ%2014%201.pdf

id	uitm-12438
recordtype	eprints
spelling	uitm-124382016-06-03T09:18:30Z http://ir.uitm.edu.my/id/eprint/12438/ Testing the effectiveness of health risk messages : threat and efficacy processing / Thinavan Periyayya and Vincent Wee Eng Kim Periyayya, Thinavan Wee, Vincent Eng Kim Malaysia Methods. Outdoor advertising. Billboards. Posters This is a micro study of an on-going macro study of the different categories of fear appeals used in the on-going national anti-smoking campaign. A quasi-experimental design was used to study the respondents’ responses to the anti-smoking print advertisement campaign. Two types of advertisements were selected, one which depicted a social threat and the other a damaging health threat. Each type of advertisement was evaluated by two separate groups of participants. The evaluation was based on the extended parallel process model’s (EPPM) risk diagnosis scale. The social threat advertisement had a low fear and efficacy message while the health threat advertisement had a high fear and efficacy message. Findings showed that the social threat (low fear/efficacy) was able to make the respondents of the study take a preventive behavioural or danger control position to avoid the negative consequences. In comparison the damaging health threat (high fear/ efficacy) was found to move the participants to a fear control position or maladaptive behavioural position. The study supported the main predictions of the EPPM, and showed that the efficacy construct determined how the fear appeal was processed (danger control or fear control). Research Management Institute (RMI) 2014 Article PeerReviewed text en http://ir.uitm.edu.my/id/eprint/12438/1/AJ_THINAVAN%20PERIYAYYA%20SMRJ%2014%201.pdf Periyayya, Thinavan and Wee, Vincent Eng Kim (2014) Testing the effectiveness of health risk messages : threat and efficacy processing / Thinavan Periyayya and Vincent Wee Eng Kim. Social and Management Research Journal, 11 (1). pp. 101-118. ISSN 1675-7017
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
topic	Malaysia Methods. Outdoor advertising. Billboards. Posters
spellingShingle	Malaysia Methods. Outdoor advertising. Billboards. Posters Periyayya, Thinavan Wee, Vincent Eng Kim Testing the effectiveness of health risk messages : threat and efficacy processing / Thinavan Periyayya and Vincent Wee Eng Kim
description	This is a micro study of an on-going macro study of the different categories of fear appeals used in the on-going national anti-smoking campaign. A quasi-experimental design was used to study the respondents’ responses to the anti-smoking print advertisement campaign. Two types of advertisements were selected, one which depicted a social threat and the other a damaging health threat. Each type of advertisement was evaluated by two separate groups of participants. The evaluation was based on the extended parallel process model’s (EPPM) risk diagnosis scale. The social threat advertisement had a low fear and efficacy message while the health threat advertisement had a high fear and efficacy message. Findings showed that the social threat (low fear/efficacy) was able to make the respondents of the study take a preventive behavioural or danger control position to avoid the negative consequences. In comparison the damaging health threat (high fear/ efficacy) was found to move the participants to a fear control position or maladaptive behavioural position. The study supported the main predictions of the EPPM, and showed that the efficacy construct determined how the fear appeal was processed (danger control or fear control).
format	Article
author	Periyayya, Thinavan Wee, Vincent Eng Kim
author_facet	Periyayya, Thinavan Wee, Vincent Eng Kim
author_sort	Periyayya, Thinavan
title	Testing the effectiveness of health risk messages : threat and efficacy processing / Thinavan Periyayya and Vincent Wee Eng Kim
title_short	Testing the effectiveness of health risk messages : threat and efficacy processing / Thinavan Periyayya and Vincent Wee Eng Kim
title_full	Testing the effectiveness of health risk messages : threat and efficacy processing / Thinavan Periyayya and Vincent Wee Eng Kim
title_fullStr	Testing the effectiveness of health risk messages : threat and efficacy processing / Thinavan Periyayya and Vincent Wee Eng Kim
title_full_unstemmed	Testing the effectiveness of health risk messages : threat and efficacy processing / Thinavan Periyayya and Vincent Wee Eng Kim
title_sort	testing the effectiveness of health risk messages : threat and efficacy processing / thinavan periyayya and vincent wee eng kim
publisher	Research Management Institute (RMI)
publishDate	2014
url	http://ir.uitm.edu.my/id/eprint/12438/ http://ir.uitm.edu.my/id/eprint/12438/1/AJ_THINAVAN%20PERIYAYYA%20SMRJ%2014%201.pdf
first_indexed	2023-09-18T22:49:17Z
last_indexed	2023-09-18T22:49:17Z
_version_	1777417434990379008

Testing the effectiveness of health risk messages : threat and efficacy processing / Thinavan Periyayya and Vincent Wee Eng Kim

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