Title

The third-person effect in controversial product advertising

Authors

Authors

K. Jensen;S. Collins

Comments

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Abbreviated Journal Title

Am. Behav. Sci.

Keywords

third-person effect; advertising audiences; mass media; MASS-MEDIA; IMPACT; PERCEPTIONS; 1ST-PERSON; ATTITUDES; SELF; Psychology, Clinical; Social Sciences, Interdisciplinary

Abstract

This research seeks to determine if there is a third-person effect in the realm of controversial product advertising. Survey participants rated their perceived levels of personal offense to product categories as well as the expected offense levels of other groups of people. The results show a significant third-person effect for five of six product categories where an effect was expected. In the case of advertising for racial extremist groups, a first-person effect existed as predicted. The findings suggest previous studies of controversial products may have overestimated actual levels of offense by ignoring the possibility of a third-person effect.

Journal Title

American Behavioral Scientist

Volume

52

Issue/Number

2

Publication Date

1-1-2008

Document Type

Article

Language

English

First Page

225

Last Page

242

WOS Identifier

WOS:000259305400006

ISSN

0002-7642

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