Title

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

Authors

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

Comments

Authors: contact us about adding a copy of your work at STARS@ucf.edu

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

Share

COinS