This model helps us to evaluate the extent to which a message achieves its intended goal. What is the Extended Parallel Process Model (EPPM)? The EPPM forces us to look at the message from the message recipient’s point of view. The message recipient process it in two stages; first. recipient…

When I saw this, it reminded me of another famous advert with a similar narrative. It was aimed at increasing milk consumption among US consumers in the past: “Got Milk?”. “Got Milk?” was one of the most famous US campaigns. Jeff Manning, the Executive Director for the California Milk Board…

Can we change behaviour by changing attitudes? Not really, contrary to popular belief. The connection between attitude and behaviour is complex. In the 1960s, Fishbein and Ajzen explored the connection between attitude and behaviour. Based on the findings, they developed a theory to explain the connection between the two. It…

Updated on March 25, 2023 We are not rational when we make choices under risk and uncertainty. This is because we prefer certainty. We do not want to live in uncertainty. Look at the following scenarios; The following examples appear in Daniel Kahneman and Amos Tversky’s 1979 paper on prospect…

The Health Belief Model (HBM) is a mental tool. It helps us to create messages to persuade others to start healthier habits. It also helps us to design upstream public health interventions. In this blog post, we will explore, Health Belief Model’s origins The model has a rich history. It…

Image by skeeze from Pixabay Updated July 25, 2021 I wrote the original post under the above title in February 2020 just before the COVID-19 pandemic sets in. It referred to millions of deaths of animals due to massive wildfires in Australia. Then, I added an update in June 2020;…

How we frame our messages influence how we take climate action. The Climate crisis is real; it is happening. And, people are concerned about it. However, few seem to be willing to act upon it as in the case of any other problem in our daily lives. What type of…

This is about the classic “third-person effect”; it is not for me (the first person), or you (the second person), it is for others (the third person). Think about this real scenario: A group of researchers showed a set of messages prepared against drink-driving to a group of 201 drivers….

Updated on December 23, 2022 Looking to persuade your audience with your message? Understanding the Elaboration Likelihood Model (ELM) can be the key to delivering your message effectively. This model outlines two routes to persuasion: the Central Route and the Peripheral Route. In this blog post, we’ll take a closer…