Fear, threat, and perceptions of efficacy from frightening skin cancer messages.

Fear appeal messages were designed and tested to ascertain their effectiveness in promoting skin protective behaviors. Theoretically guided by the Extended Parallel Process Model, the fear appeal messages in this study conveyed the seriousness of exposed and unprotected skin for college students in the Southwestern United States, and recommended a series of behaviors that would protect individuals from serious sunburns. The results demonstrated that fear appeals are effective in promoting skin protective behaviors. Specifically, highly threatening fear appeal messages were most effective when combined with a strong efficacy message emphasizing the effectiveness of the recommended behaviors.