1.5. Threat, Efficacy, Virality, and Message Involvement
breast cancer
BREAST CANCER
Relevant studies about potential interaction between threat, efficacy, and virality are deficient, making the three-way interaction effect on message involvement largely unknown. Nevertheless, based on existing studies, several reasonable conjectures can be made. For example, the EPPM contends that high threat motivates people to act, and high efficacy directs appropriate actions [Rival propositions also exist. For example, Kuang and Cho [In light of the above, we propose that threat and efficacy, as two core constructs in the EPPM, would interact with virality to influence individuals’ message involvement when confronting fear appeal messages concerning breast cancer screening.
A research question follows to investigate the detailed mechanism regarding the three-way interaction, which has been indecisive and under-studied in previous literature.
