Graduation Year

2020

Document Type

Thesis

Degree

M.A.

Degree Name

Master of Arts (M.A.)

Degree Granting Department

Mass Communications

Major Professor

Artemio Ramirez Jr., Ph.D.

Committee Member

Janelle Applequist, Ph.D.

Committee Member

Mark Bender, Ph.D.

Committee Member

Yao Sun, Ph.D.

Keywords

Advertisement Ethnicity, Emotional Appeal, Family Communication, Logical Appeal

Abstract

Colorectal cancer is one of the deadliest types of cancer around the world and in the United States, yet it could be highly preventable by following the recommended guidelines of getting screened by the age of 50 and above. The focus of this study was on the Extended Parallel Process Model and sought to understand the efficacy and threat components in the fear appeal messages in the context of colorectal cancer screenings. Specifically, the study examined how young adults react when being exposed to those messages and whether they intended to discuss with their parents about it. The study also examined the logical and emotional appeals frequently used in communication as well as the role of advertisement ethnicity. The overall findings from the study support the application of the EPPM in colorectal cancer screening. Perceived threat and efficacy were significant predictors to behavioral intention, while threat also predicted fear control. Additionally, advertisement ethnicity and message types were also found to significantly predict behavioral intent. The implications of the findings for understanding the use of EPPM in the context of colorectal cancer screenings are discussed.

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