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Author ORCID Identifier

0009-0007-1882-0559

Date Available

8-11-2026

Year of Publication

2026

Document Type

Dissertation

Degree Name

Doctor of Philosophy (PhD)

College

Communication and Information

Department/School/Program

Communication

Faculty

Kimberly A. Parker

Faculty

Renee Kauffman

Abstract

This study investigates visual depictions of efficacy skin cancer health risk messages. Using Witte's Extended Parallel Processing Model (EPPM) and existing literature on fear appeals and visual persuasion as a theoretical framework, the study aims to explore how self and response efficacy imagery impacts individuals' perceptions of health risk messages in the context of skin cancer prevention when emphasizing specific principles of design. Formative research was employed via qualitative photo sorts and participants were exposed to an assortment of images depicting efficacy in the context of skin cancer prevention where they discussed why they felt they were or were not strong representations of self and response efficacy.

Findings indicated contrast and repetition were important principles of design when highlighting the convenience of applying sunscreen regularly. Visuals aiming to communicate response efficacy did not have strong success, with little consensus among groups about which images were strong depictions of the concept, indicating that using contrast to highlight threat would be most useful. Participants who indicated suspicions AI was used relayed that suspicion led to negative sentiment about the visuals. Lastly, there was strong consensus that images using photographs as opposed to graphics were essential for enhancing the relatability for Gen Z.

Digital Object Identifier (DOI)

https://doi.org/10.13023/etd.2026.407

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Archival

Funding Information

Funded through the University of Kentucky University Research Professor (URP) award money. 

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