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Communication Research
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How Arousing Fast-Paced PSAs Decrease Self-Other Differences

T. Makana Chock

Syracuse University

Julia R. Fox

Indiana University

James R. Angelini

University of Delaware

Seungjo Lee

Indiana University

Annie Lang

Indiana University

This study found that increasing the pacing of antisubstance radio Public Service Announcements (PSAs) increased perceived effects on self and diminished perceived differences between effects on self and on others. This was more evident for messages with arousing content than for those with calm content. The study used a mixed multivariate design with arousing content (2), production pacing (3), and message (4) as within-subjects factors and order of presentation (4) as a between-subjects factor. The impact of increased pacing was greater for those who made third-person (3P) judgments (others more affected than self) than by those who made first-person (1P) judgments (self more affected than others). In addition to message features, behavior also influenced perceived message effects. Analysis of a subset of PSAs using antismoking messages found that smokers were more likely to make 3P judgments and nonsmokers 1P judgments about message effects. Implications for PSA design are discussed.

Key Words: third-person e fect • limited capacity • antismoking campaigns

Communication Research, Vol. 34, No. 6, 618-636 (2007)
DOI: 10.1177/0093650207307900
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