Effects of fear appeal message repetition on perceived threat, perceived efficacy, and behavioral intention in the extended parallel process model

Using the Extended Parallel Process Model (EPPM), the current study examined the effect of moderately repeated exposure (three times) of a fear appeal message on the EPPM variables, behavioral intentions for the recommended behaviors in the message, and the proportions of systematic and message related thoughts. The results showed that increasing exposure to a fear appeal message about preventing melanoma significantly increased the perceived threat in terms of susceptibility, three perceived efficacy variables (response efficacy, self-efficacy, and efficacy), and behavioral intention to check skin regularly in the future. Further, the increasing exposure significantly decreased the proportions of both systematic and message related thoughts. The findings also demonstrated that the EPPM is likely to be operative after three exposures.