| Examining the Effectiveness of a Fear Appeal Message Regarding Calling While Driving: The Role of Perceived Behavioral Control and Subjective Social Norms |
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Meng Chen1, Zhiwen Xiao2 |
1Department of Communication, University of Carolina, Davis
2Jack J. Valenti School of Communication, University of Houston |
Correspondence:
Meng Chen,
Email: mcchen@ucdavis.edu
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| Abstract |
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Based on the Extended Parallel Process Model, the authors explored the effects of a fear appeal message on people’s fear arousal, attitude and intention regarding calling while driving. Participants (N=200) were randomly assigned to either treatment group or control group. Treatment group were exposed to a full appeal message with both threat and efficacy components, whereas control group were exposed to the same message but without the efficacy component. All participants then completed a questionnaire measuring threat perceptions, fear arousal, attitude, and behavioral intention. Participants in treatment group also reported efficacy perceptions, subjective social norm, and perceived behavioral control. The treatment group reported higher level of advocated attitude and intention regarding calling while driving compared with the control group. It was also found that subjective social norm moderated the effects of perceived susceptibility on attitude. Efficacy beliefs led to future behavioral intention, mediated by perceived behavioral control. Implications for message design are discussed. |
| Key Words:
EPPM, Driving while calling, Behavioral change, Subjective social norm, Perceived behavioral control |
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