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First and Third Person Perceptions on Anti-Drug Ads Among Adolescents

Purdue University

Franklin J. Boster

Michigan State University

The perceived as well as actual (in) effectiveness of anti-drug ads has been prominent in public discourse and concern. Using the third person effect hypothesis, this study examined adolescents' perceptions on the effect of anti-drug ads and the perception's relationship to attitudes and intentions concerning drug use. The results suggested that adolescents estimated the anti-drug ad effect on the basis of their behavioral experience, the self-anchored expectancy of a pro-social media effect: Those who had used drugs anticipated the effect of anti-drug ads to be smaller than those who had not used drugs. The perceived informative realism of anti-drug ads influenced the perceived message quality, which in turn influenced the perceived effect on self. The perceived effect on self was positively associated with anti-drug attitudes and intentions. The implications on future third person perception research and anti-drug campaign efforts are discussed.

Key Words: adolescents • anti-drug ads • message quality • perceived effect

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