Date of Award

5-2014

Document Type

Thesis

Degree Name

Master of Arts (MA)

Legacy Department

Communication, Technology, and Society

Advisor

Mazer, Joseph

Committee Member

Jones , Karyn

Committee Member

Sanderson , Jimmy

Abstract

ABSTRACT This thesis explored the use of fear appeals and efficacy statements on protective skin behaviors through the use of the Extended Parallel Process Model. The study explores whether high levels of fear and efficacy motivate individuals toward improved attitude and intention regarding healthy skin behaviors, specifically as it relates to sunscreen and overexposure. The results of this study did not directly support the tenants of the Extended Parallel Process Model. However, the study results did indicate a strong necessity for the existence of self-efficacy measures in preventive messaging in relation to skin cancer prevention. In every scenario of attitude and intention augmentation, self efficacy alone successfully motivated change.

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