The third-person effect in controversial product advertising

    Authors

    K. Jensen;S. Collins

    Comments

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

    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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