Applying the Extended Parallel Process Model to aquatic invasive species prevention behaviors in wading anglers

Abstract

Although wading anglers represent a known risk for the spread of Aquatic Invasive Species (AIS), minimal research has investigated prevention messaging targeted at this demographic. We applied the Extended Parallel Process Model (EPPM) of persuasion to this context and tested whether messaging that emphasized threat, efficacy, or both threat and efficacy was more effective in persuading wading anglers to implement preventive behaviors. We found support for the EPPM, but for a single exposure to the tested AIS messages, we found no effects of type of message. Pre-message attitudes toward AIS were a better predictor of intended behavior than our messages, indicating a ceiling effect. Highlighting the effectiveness of preventive behaviors (response efficacy) was related to more reactance toward the message. Our findings suggest that messaging may be more effective if it acknowledges wading anglers’ experience and awareness of AIS threats while providing straightforward self-efficacy information. Messaging should emphasize the actions wading anglers can perform that reduce AIS introduction risk.