CMN101Sm09July13_EPPM

CMN101Sm09July13_EPPM - Extended Parallel Process...

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Unformatted text preview: Extended Parallel Process Model (EPPM) CMN 101 Communication Theories Monday, July 13, 2009 EPPM—Overview ¡ General focus – Effectiveness of persuasive messages that use “fear appeals” • Fear Appeals: Messages designed to scare people by describing the terrible things that will happen to them if they do not do what the message recommends. Understanding Fear and Fear appeals ¡ Early theory and research – Is creating fear effective? – Do fear appeals need to do something other than creating fear? ¡ EPPM – Fear appeals must do more than generating fear – Fear vs. Threat • Fear: internal emotional reaction characterized by subjective experience and physiological arousal • Threat: danger or harm that exists in the environment; can be real or perceived Appraisal of Threat ¡ Perceived susceptibility—individuals’ beliefs about their risk of experiencing the threat – Communication strategies to enhance perceptions of susceptibility • Use personalized references • Have audience experience a threat through some person they identify with Appraisal...
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This note was uploaded on 03/15/2012 for the course CMN 101 taught by Professor Feng during the Spring '08 term at UC Davis.

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CMN101Sm09July13_EPPM - Extended Parallel Process...

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