Understanding the Design of Fear Appeals by Applying the Extended Parallel Process Model: A Qualitative Analysis of COVID-19 Public Service Announcements.

This article examines how early COVID-19 public service announcements (PSAs) in the United States incorporated fear appeals based on the extended parallel process model (EPPM), which addresses individuals' perceptions of threat and efficacy in response to fear-based messages. Analyzing 43 YouTube PSAs from governmental, medical, non-profit, and news organizations, the study identified strategies used to evoke perceived severity (emphasizing consequences and personal stories), perceived susceptibility (highlighting universal risk and targeting high-risk groups), and perceived response efficacy (leveraging authority figures and appeals to altruism and personal responsibility). However, perceived self-efficacy was primarily addressed by simply informing the public about protective measures without detailed explanations, suggesting an oversimplification. The findings highlight the complexity of designing fear appeals in health communication and call for more nuanced approaches to enhance message effectiveness during public health crises.