Media Exposure, Perceived Efficacy, and Protective Behaviors in a Public Health Emergency

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review

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Original languageEnglish
Pages (from-to)2641-2660
Journal / PublicationInternational Journal of Communication
Publication statusPublished - 2018



Based on the extended parallel process model and social cognitive theory, this study developed and tested a model of media exposure, perceived efficacy, and protective behaviors in a public health emergency. The findings from a survey of 717 Hong Kong residents show that media exposure had variant effects on perceived societal-level risks and personal-level risks. The study introduced the three aspects of perceived efficacy as the predictors of health protective behaviors. It found that self-efficacy, collective efficacy, and proxy efficacy varied in their effects on danger control and fear control outcomes. Self-efficacy and proxy efficacy positively predicted danger control outcomes, whereas proxy efficacy negatively predicted fear control outcomes. The effect of perceived threat on danger control outcomes was present as self-efficacy increased.

Research Area(s)

  • extended parallel process model (EPPM), media exposure, perceived efficacy, perceived risk, protective behavior, social cognitive theory

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