This Article Full Text (PDF) References Alert me when this article is cited Alert me if a correction is posted Citation Map Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via HighWire Citing Articles via Google Scholar Citing Articles via Scopus Google Scholar Articles by SHAH, D. V. Articles by YOUN, S. Search for Related Content Social Bookmarking                         What's this?

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.

Communication Research, Vol. 26, No. 2, 240-267 (1999)
DOI: 10.1177/009365099026002006


CiteULike    Complore    Connotea    Del.icio.us    Digg    Reddit    Technorati    Twitter    What's this?

This article has been cited by other articles:

				I. Huck, O. Quiring, and H.-B. Brosius Perceptual Phenomena in the Agenda Setting Process Int. J. Public Opin. Res., June 1, 2009; 21(2): 139 - 164. [Abstract] [Full Text] [PDF]

				M. B. Oliver, H. Yang, S. Ramasubramanian, J. Kim, and S. Lee Exploring Implications of Perceived Media Reinforcement on Third-Person Perceptions Communication Research, December 1, 2008; 35(6): 745 - 769. [Abstract] [PDF]

				M. P. Boyle, D. M. McLeod, and H. Rojas The Role of Ego Enhancement and Perceived Message Exposure in Third-Person Judgments Concerning Violent Video Games American Behavioral Scientist, October 1, 2008; 52(2): 165 - 185. [Abstract] [PDF]

				G. J. Golan, S. A. Banning, and L. Lundy Likelihood to Vote, Candidate Choice, and the Third-Person Effect: Behavioral Implications of Political Advertising in the 2004 Presidential Election American Behavioral Scientist, October 1, 2008; 52(2): 278 - 290. [Abstract] [PDF]

				G. J. Golan and S. A. Banning Exploring a Link Between the Third-Person Effect and the Theory of Reasoned Action: Beneficial Ads and Social Expectations American Behavioral Scientist, October 1, 2008; 52(2): 208 - 224. [Abstract] [PDF]

				A. G. Day Out of the Living Room and Into the Voting Booth: An Analysis of Corporate Public Affairs Advertising Under the Third-Person Effect American Behavioral Scientist, October 1, 2008; 52(2): 243 - 260. [Abstract] [PDF]

				Ran Wei, V.-H. Lo, and H.-Y. Lu Third-Person Effects of Health News: Exploring the Relationships Among Media Exposure, Presumed Media Influence, and Behavioral Intentions American Behavioral Scientist, October 1, 2008; 52(2): 261 - 277. [Abstract] [PDF]

				Ye Sun, Lijiang Shen, and Zhongdang Pan On the Behavioral Component of the Third-Person Effect Communication Research, April 1, 2008; 35(2): 257 - 278. [Abstract] [PDF]

				Ran Wei, V.-H. Lo, and H.-Y. Lu Reconsidering the Relationship Between the Third-Person Perception and Optimistic Bias Communication Research, December 1, 2007; 34(6): 665 - 684. [Abstract] [PDF]

				H.-J. Paek, Z. Pan, Y. Sun, J. Abisaid, and D. Houden The Third-Person Perception as Social Judgment: An Exploration of Social Distance and Uncertainty in Perceived Effects of Political Attack Ads Communication Research, April 1, 2005; 32(2): 143 - 170. [Abstract] [PDF]

				P. David, K. Liu, and M. Myser Methodological Artifact or Persistent Bias?: Testing the Robustness of the Third-Person and Reverse Third-Person Effects for Alcohol Messages Communication Research, April 1, 2004; 31(2): 206 - 233. [Abstract] [PDF]

				S. C. Chia, K.-H. Lu, and D. M. McLeod Sex, Lies, and Video Compact Disc: A Case Study on Third-Person Perception and Motivations for Media Censorship Communication Research, February 1, 2004; 31(1): 109 - 130. [Abstract] [PDF]

				P. David, G. Morrison, M. A. Johnson, and F. Ross Body Image, Race, and Fashion Models: Social Distance and Social Identification in Third-Person Effects Communication Research, June 1, 2002; 29(3): 270 - 294. [Abstract] [PDF]

				K. Neuwirth, E. Frederick, and C. Mayo Person-Effects and Heuristic-Systematic Processing Communication Research, June 1, 2002; 29(3): 320 - 359. [Abstract] [PDF]

				M. B. SALWEN and M. DUPAGNE The Third-Person Effect: Perceptions of the Media's Influence and Immoral Consequences Communication Research, October 1, 1999; 26(5): 523 - 549. [Abstract] [PDF]