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Susceptibility and Severity

Perceptual Dimensions Underlying the Third-Person Effect

RONALD J. FABER

SEOUNMI YOUN

The authors posit that 2 distinct perceptual dimensions underlie the third-person effect hypothesis: judgments of susceptibility to communications (a cognitive process) and severity of communications (an affective process). To explore this, 194 adults were asked (a) to estimate their own and others' susceptibility to various types of advertising content and the severity of such advertising's effects on themselves and others, and (b) to express their willingness to censor these classes of commercials. The advertising content fell into 2 broad categories: controversial products (cigarettes, liquor, and beer) and gambling services (casinos and lotteries). Findings indicate that third-person perceptions exist in terms of susceptibility and severity, and that both of these perceptual biases are related to individuals' willingness to censor advertising.

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