Empowering Parents to Protect Children during COVID-19 with Message Strategy Based on Efficacy, Threat Levels, and Channel Preferences

Abstract

A national survey (n = 500) was administered in March 2020 at the peak of COVID-19 uncertainty to access parents’ perceived abilities to protect children during the COVID-19 pandemic. Using the threat/efficacy matrix in Witte’s (1992) extended parallel processing model (EPPM), parents’ behavioral intentions to protect children from coronavirus and their perceived COVID-19 knowledge levels are examined based on their positions within the matrix. The results indicated that (1) there is a positive relationship between the perceived threat of COVID-19 to parents and to their children; (2) parents’ behavioral intentions and knowledge levels varied depending on their perceived threat/efficacy levels; (3) perceived threat level was the bigger motivator to use channels for COVID-19 information. Theoretical and practical implications are discussed.