Examining HPV threat-to-efficacy ratios in the Extended Parallel Process Model

Area of Science:

• Health Communication
• Social Psychology
• Behavioral Science

Background:

• The Extended Parallel Process Model (EPPM) highlights threat and efficacy in fear appeals.
• Optimal threat-to-efficacy ratios in persuasive messaging remain underexplored.
• Varying message components may influence attitudes, beliefs, and behaviors.

Purpose of the Study:

• To investigate the impact of different threat-to-efficacy ratios on HPV prevention intentions.
• To examine the role of message framing (HPV-cervical cancer vs. HPV-genital warts) in prevention messaging.
• To identify optimal message strategies for public health campaigns.

Main Methods:

• Laboratory experiment with 442 women exposed to HPV prevention messages.
• Messages varied in six threat-to-efficacy ratios and two framing conditions.
• Multiple mediation analysis used to assess message effects on intentions.

Main Results:

• A 1-to-1 threat-to-efficacy ratio was most effective for increasing prevention intentions.
• This optimal ratio increased fear and perceived risk susceptibility.
• Response efficacy mediated message framing effects; genital warts frame increased intentions.

Conclusions:

• A balanced threat-to-efficacy ratio is crucial for effective fear appeal messaging.
• Message framing significantly impacts prevention intentions via response efficacy.
• Findings inform the design of targeted HPV prevention campaigns and interventions.