The third-person effect and its influence on behavioral outcomes in a product advertising context: The case of direct-to-consumer prescription drug advertising

    Authors

    J. Huh; D. E. Delorme;L. N. Reid

    Comments

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    Abbreviated Journal Title

    Commun. Res.

    Keywords

    third-person effect; DTC prescription drug advertising; DTC advertising; regulation; TELEVISION VIOLENCE; PERCEIVED-IMPACT; MEDIA INFLUENCE; PERCEPTIONS; CENSORSHIP; ATTITUDES; SUPPORT; PROMOTION; PERSPECTIVE; CRITICISM; Communication

    Abstract

    This study explored the third-person effect in the context of direct-to-consumer (DTC) advertising. A survey of 264 adults examined perceptions of DTC ad effects and their relationship to support for DTC ad regulation. Results support the third-person-effect perceptual component. The study revealed that for DTC advertising, the third-person effect operates in a multidimensional fashion through four factors (Negative DTC Ad Effects, Learning and Involvement, Patient/Provider Interaction, and Distrust of DTC Ad Information) and that negative content-based third-person effects were greater than positive effects. However, the current study showed weak support for the third-person effect behavioral component. Only perceived self-effect for Distrust of DTC Ad Information and attitude toward DTC advertising were significant predictors of regulatory support. The findings are discussed in relation to existing theoretical work, and future research recommendations are provided.

    Journal Title

    Communication Research

    Volume

    31

    Issue/Number

    5

    Publication Date

    1-1-2004

    Document Type

    Review

    Language

    English

    First Page

    568

    Last Page

    599

    WOS Identifier

    WOS:000223775000004

    ISSN

    0093-6502

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