9 YEAR AIDS SURVIVOR AT

GEORGE MASON UNIVERSITY

PHOTO: Virginia Nguyen STORY:

Christina Mennella . (April
30, 2007). Beating the
Odds: Struggling With AIDS
While Balancing School.
Broadside, p. G12.
 EPPM THEORY AND HIV
PREVENTION
BIS 490 HEALTH COMUNICATION PROJECT
JACK TURNER, GEORGE MASON UNIVERSITY

COURSE WORK:
HEALTH SCIENCES AND
MENTORS:Dr. Nithya
 COURSE WORK:
COMMUNICATION Muthuswamy
Accurate, Clear Communication Dr. Xiaoquan Zhoa
about Health Issues
Design Persuasive Health
READER : Dr. Michael Hurley
Messages STATISTICS: Dr. Michael Hurley
Test Health Promotion on a
Target Audience
Hillary Mcshea, TA
 MAIN POINTS
Background
Undergraduate Perceptions about HIV / AIDS

Promoting HIV / AIDS prevention

The Extended Parallel Process Model (EPPM)

Project Description
Health Communication Experiment Design
Purpose
Participants
Procedure

Results of the Experiment

Limitations and Implications

Undergraduate Perceptions
about
HIV / AIDS
Eight studies,1995-2007
(Cambell & Babrow, 2004; Davis et al., 2007; Desiderado &
Crawford, 1995; Gagnon & Gidon, 2000; Grello et al., 2006;
Labrie et al., 2002; Lance, 1999; Rothman, 1999)

Statistics may be outdated

(Hightow et al., 2005).
 Promoting HIV / AIDS
Prevention

“Even with successful treatment, HIV is a

debilitating and fatal disease.”
(Masur, 2002, Yuan, L’Italien, Mukherjee, &Iloeje, 2006 )

Use condoms every time

De Vincenzi, I. (1994 )
 Witte’s Extended Parallel
Process Model (EPPM)

Figure: Witte, K., (1992)

Witte, K. (. Putting the fear back in
fear appeals. Communication
Monographs 59, 1992.
 MESSAGE ▬▬▬► MESSAGE PROCESSING ▬▬▬▬▬▬▬▬▬► OUTCOME PROCESS

CAN I DEAL
WITH IT?
▲ DANGER CONTROL
COGNITIVE / MESSAGE
▬▬▬▬▬► ▬▬▬► PROCESS
PERCEIVED LOGICAL ACCEPTANCE
EFFICACY

FEAR CONTROL
PERCEIVED MESSAGE
▬▬▬▬▬► FEAR ▬▬▬► PROCESS
THREAT REJECTION

▼
CAN IT HURT ME?

Figure: Turner, J. (2008)

PHOTOS: Googleimages.com
Purpose: Test an HIV / AIDS
Fear Appeal
Measure Undergraduates’ Response

Six variables:
Perceived severity and susceptibility
Perceived response efficacy and self – efficacy
Perceived fear
Condom use intentions

Participants

Procedure: Poster Design and

Questionnaire
 Participants

PHOTO: Googleimages.com
 High Efficacy Poster
MIRROR

YOUCANPREVENT HIV/AIDS
CONDOMS: SIMPLE EASY
ANDHIGHLY EFFECTIVE AGAINST HIV
WHENUSEDFEMEV ERYTIME 1
ALE CONDOMS ALSO AVAILABLE. MALE CONDOMSHOWN

ACCORDING TODE VINCENZI'SSTUDY, CONDOMSWERE 100%EFFECTIVE

AGAINST HIVTRANSMISSIONFROMANINFECTEDPARTNER 1
1 20 MONTH STUDY, 124 COUPLES. DIVENZI STUDY,1994

TIPS FORTALKINGABOUTCONDOMS:
DEALING WITHEMBARRASSMENT: IT HELPS TOKNOWWHERE TOBUYCONDOMS AND
WHAT THEYARE LIKE TOHANDLE. BUYSOME WITHA FRIEND. MAKE IT A GAME. LAUGH
START BYACKNOWLEDGING EMBARRASSMENT: "THIS IS DIFFICULT FOR ME TO TALK
ABOUT, BUT I WANT TO BE PROTECTEDAGAINST SEXUALLY TRANSMITTEDDISEASES
IF YOUR PARTNER SAYS: YOUCANSAY:
" I don'tusecondoms" "I do.I wantus both to besafe.No glove,no
"I don'thaveanycondoms." "Thedrugstoreis aroundthecorner."
"I don'tknowhowto useone." I do.Letmeputitonfor you."
"I can'tfeel anything.There's no sensitivity."
"Therearenewdesigns thatprovidemoresensation. Wecan havefun tryingdifferentkinds.
Besides,you'renotgoingto feel anything withoutacondom."

"I wouldn'tgiveyou adisease. Don'tyou trustme?" "Either oneof us could

havean STDand notknowit. I'mtrusting you to careaboutour health."
THESE TIPSCANHELPYOUPLANYOUR TALKABOUT CONDOMS.MAKE IT CLEAR
THAT YOUWON'T HAVE SEXUAL INTERCOURSE WITH
FOR MORE INFOABOUT USINGCONDOMS ANDTALKINGABOUT CONDOMS:
USE SEARCHTERM"TALKINGABOUT C

Poster Design: Turner, J. (2008)

 High Threat Poster
MIRROR

CRYPTOCOCCOSIS / AIDS WASTING SYNDROME /AIDS

THIS COULDHAPPENTOYOU:
MAYBE IT’S HAPPENING ALREADY
YOUCANBE INFECTEDWITHHIV, THE VIRUS
THAT CAUSES AIDS,
ANDNOT HAVE SYMPTOMS 1
ONE MILLIONAMERICANS HAVE HIV.
250,000OFTHEMDONOTKNOWIT1
TOYOUNGTODIE FROMAIDS? THINKAGAIN:
COLLEGE-AGE DEATHSFROMAIDS INTHE
U.S. INONE YEAR: 1,3862
COLLEGE-AGE HIVINFECTIONSINTHE U.S.
INONE YEAR: 3, 8762
HIV IS TRANSMITTEDPRIMARILY BY UNPROTECTED
SEXUAL INTERCOURSE (NOT USING A CONDOM).1
HIV: HUMANIMMUNODEFICIENCYVIRUS. HIV CAUSES AIDS1
AIDS: ACQUIREDIMMUNODEFIENCY SYNDROME, A DISEASE
THAT DESTROYS THE IMMUNE SYSTEM.1
AIDS IS A DEBILITATING, FATAL DISEASE 1

1
National Institute of Allergy and Infectious Diseases ,2007
2
Center for Disease Control, Basic Statistics, 2005

Poster Design: Turner, J. (2008)

 Low Threat Poster
Mirror

Medical Research New Quick Test Devices

LOWHIVINFECTIONRATE
INCOLLEGE STUDENTS
REPORTEDBYTHE NEWENGLANDJ OURNAL OF MEDICINE
ANDAMERICANJ OURNAL OF EPIDEMIOLOGY 1

COLLEGE STUDENTSARE SEVENTIMESLESSLIKELYTOBE INFECTED

THANTHE REST OF THE U.S. POPULATION, ACCORDINGTOTHE
NATIONAL HEALTHANDNUTRITIONEXAMINATION STUDY2
HIV: HUMANIMMUNODEFICIENCY VIRUS. HIVCAUSES AIDS3
AIDS: ACQUIREDIMMUNODEFIENCY SYNDROME3

COLLEGE STUDENTS USE CONDOMS FREQUENTLY, ACCORDING

TOGAGNONANDGIDONSTUDY
CONDOMS ARE HIGHLYEFFECTIVE AGAINST HIV INFECTION,
WHENUSEDPROPERLYANDEVERYTIME, ACCORDING TODEVINCENZI RESEARCH. 5

FOR MORE INFORMATIONONHEALTHY LIVING, CONTACT OR VISIT GEORGE MASON'S

STUDENT HEALTHSERVICES, SUB I, ROOM214
1
Gayle, H.D., (1990). The NewEngland Journal of Medicine
Kotloff, K.L, . (1991). American J ournal of Epidemiology
2
National Health and Nutrition Examination Study, 2002
3
National Institute of Allergy and Infectious Diseases ,2007
4
Gagnon and Gidon 2000
5
De Vincenzi Study,1994

Poster Design: Turner, J. (2008)

 Fear Appeal
MIRROR
MIRROR

CRYPTOCOCCOSIS / AIDS WASTING SYNDROME /AIDS

YOUCANPREVENT HIV/AIDS THIS COULDHAPPENTOYOU:

CONDOMS: SIMPLE EASY MAYBE IT’S HAPPENING ALREADY
ANDHIGHLY EFFECTIVE AGAINST HIV YOUCANBE INFECTEDWITHHIV, THE VIRUS
WHENUSEDFEMEV ERYTIME 1 THAT CAUSES AIDS,
ALE CONDOMS ALSO AVAILABLE. MALE CONDOMSHOWN
ANDNOT HAVE SYMPTOMS 1
ACCORDINGTODE VINCENZI'SSTUDY, CONDOMSWERE 100%EFFECTIVE
ONE MILLIONAMERICANS HAVE HIV.
AGAINST HIVTRANSMISSIONFROMANINFECTEDPARTNER 1
1 20 MONTH STUDY, 124 COUPLES. DIVENZI STUDY,1994
250,000OF THEMDONOT KNOWIT1
TIPSFORTALKINGABOUTCONDOMS: TOYOUNGTODIE FROMAIDS? THINKAGAIN:
DEALING WITHEMBARRASSMENT: IT HELPS TO KNOWWHERE TO BUYCONDOMS AND
WHAT THEYARE LIKE TOHANDLE. BUYSOME WITHA FRIEND. MAKE IT A GAME. LAUGH COLLEGE-AGE DEATHS FROMAIDS INTHE
START BYACKNOWLEDGING EMBARRASSMENT: "THIS IS DIFFICULT FOR ME TO TALK
ABOUT, BUT I WANT TO BE PROTECTEDAGAINST SEXUALLY TRANSMITTEDDISEASES
U.S. INONE YEAR: 1,3862
COLLEGE-AGE HIVINFECTIONSINTHE U.S.
IF YOUR PARTNER SAYS: YOUCANSAY:
" I don'tusecondoms" "I do.I wantus both to besafe.No glove,no
INONE YEAR: 3, 8762
"I don'thaveanycondoms." "Thedrugstoreis aroundthecorner." HIV IS TRANSMITTEDPRIMARILYBY UNPROTECTED
"I don'tknowhowto useone." I do.Letmeputiton for you." SEXUAL INTERCOURSE (NOT USING A CONDOM).1
"I can'tfeel anything.There's no sensitivity."
"Therearenewdesigns thatprovidemoresensation. Wecan havefun tryingdifferentkinds. HIV: HUMANIMMUNODEFICIENCYVIRUS. HIV CAUSES AIDS1
Besides, you'renotgoingto feel anything withoutacondom."
AIDS: ACQUIREDIMMUNODEFIENCYSYNDROME, A DISEASE
"I wouldn'tgiveyou adisease. Don't you trustme?" "Either oneof us could THAT DESTROYS THE IMMUNE SYSTEM.1
havean STDand not knowit. I'mtrusting you to careaboutour health."
AIDS IS A DEBILITATING, FATAL DISEASE 1
THESE TIPSCANHELPYOUPLANYOUR TALKABOUT CONDOMS.MAKE IT CLEAR
THAT YOUWON'T HAVE SEXUAL INTERCOURSE WITH
FOR MORE INFOABOUT USING CONDOMS ANDTALKING ABOUT CONDOMS: 1
National Institute of Allergy and Infectious Diseases ,2007
USE SEARCHTERM"TALKING ABOUT C 2
Center for Disease Control, Basic Statistics, 2005

High Efficacy High Threat

 Sample EPPM Questions

Perceived Severity of Threat

I think AIDS is a fatal disease.
 
Perceived Response Efficacy
I am protected against HIV infection if I use a
condom during sex

1 2 3 4 5
Strongly Disagree Neutral Agree Strongly
Disagree Agree

Muthuswamy, N. (2006); Witte,  

K.,
Meyer, A., & Martell, A. (2001).
Results of the Experiment

No Statistically Significant Difference

Six variables
Means and Differences

Gender and HIV Susceptibility

Significant difference
P<.011
 Sample Statistic: Means
High Threat / High Efficacy

Low Threat / Low Efficacy

5.00
Severity Response Efficacy
4.39 Self-efficacy
4.50 4.22
4.3
4.1
3.95 Condom Intentions
4.00
3.65
Fear 3.7
3.50 3.31 3.6
Median Scoress

3.00
2.9
Susceptibility
2.50
2.15

2.00 2.1

1.50

1.00

0.50

0.00
1
CHART: Turner, J. (2008) Six Variables
 Implications
Posters alone may have little effect

Gender and perceived susceptibility

Females are at much higher risk
(National Institute of Allergy and Infectious Diseases [NIAID], 2006).

Longer duration HIV / AIDS programs

Posters can play an important role

GMU sample compared to others

High perception of the severity of HIV / AIDS
Partners and sexual activity
 Limitations

Expected low fear / low concern population

Convenience sample

Short duration exposure

Male to female ratio

 CDC REPORT AUGUST 2008

Hall, H.I. et al. (2008)

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