Abstract
Despite having an increased risk of morbidity and mortality, men engage in fewer health-promoting behaviors than women. Informational health resources and health-promotion interventions for men are lacking. To address this gap, we conducted a qualitative investigation using the Extended Parallel Process Model (EPPM; Witte, 1992) as a guiding framework. The purpose of this study was to examine the relevance and applicability of EPPM constructs for health messages. However, physical activity emerged as a prominent theme. Consequently, this study also provides insight into the applicability of the EPPM for developing physical activity messages for men. Four semi-structured focus groups and four semi-structured telephone interviews were conducted. Participants discussed the relevance of EPPM constructs to health messages and provided feedback about health advertisements and messages. Participants included 26 men (Mage = 37 ± 7.3 years) who were generally active (80.77%). Participants easily related to the EPPM constructs of susceptibility, severity, response efficacy and self-efficacy to health messaging. In discussing these constructs, perceptions of control emerged as a theme and physical activity was identified as a controllable and desirable behavior. Participants indicated that self-efficacy could be enhanced by adopting self-regulatory strategies (e.g. planning) to engage in health behaviors such as physical activity. When evaluating health magazines and health messages based upon the tenets of the EPPM, participants preferred messages that included demographically-tailored facts and statistics, reputable sources, strong language and sex appeal. From these findings, we have formulated preliminary recommendations regarding theory-based content for health and physical activity messages for men.Acknowledgments: Hastings and Prince Edward Counties Health Unit