As long as perceived efficacy is stronger than perceived threat (e.g., it’s a serious problem that I’m at-risk for but I know I can do something to effectively avert it), then people will control the danger by accepting your message’s recommendations and make appropriate behavioral changes.

However, the critical point is when perceived threat slips above perceived efficacy, meaning that people no longer think they can do something to effectively avert the threat. The minute that perceived threat exceeds perceived efficacy, then people begin to control their fear instead of the danger and they reject the message.