Extended parallel process model

The extended parallel process model (EPPM) is a framework developed by Kim Witte which attempts to predict how individuals will react when confronted with fear inducing stimuli. It was first published in Communication Monographs, Volume 59, December 1992; Witte subsequently published an initial test of the model in a later article published in Communication Monographs Volume 61, June 1994. The extended parallel process model (EPPM) is a framework developed by Kim Witte which attempts to predict how individuals will react when confronted with fear inducing stimuli. It was first published in Communication Monographs, Volume 59, December 1992; Witte subsequently published an initial test of the model in a later article published in Communication Monographs Volume 61, June 1994. EPPM is based on Leventhal's danger control/ fear control framework and on Roger's protection motivation theory. It is commonly used in health communication campaigns when a message is attempting to persuade audience members to adopt a healthy behavior. In order for fear-based campaigns to be effective, they must induce a moderately-high level of fear and a higher level of self-efficacy and response efficacy. When the audience feels that there is a higher level of fear than efficacy, the message is ineffective.