EPPM
The Extended Parallel Process Model (EPPM) is a theory in health communication that explains how people respond to fear-based or threat-oriented messages. Developed by Kim Witte in the 1990s, it proposes that responses to risk claims depend on how individuals appraise both the threat and their ability to cope with it.
Perceived threat in the EPPM comprises two components: perceived severity (how serious the threat is) and perceived
Processing outcomes depend on the interaction of threat and efficacy. If threat is perceived as high and
Applications of the EPPM include the design of health risk communications, where messages aim to raise awareness