The Perceived Influence of AIDS Advertising: Third-Person Effects in the Context of Positive Media Content

Duck J.M., Terry D.J. and Hogg M.A. (1995) The Perceived Influence of AIDS Advertising: Third-Person Effects in the Context of Positive Media Content. Basic and Applied Social Psychology, 17 3: 305-325. doi:10.1207/s15324834basp1703_2


Author Duck J.M.
Terry D.J.
Hogg M.A.
Title The Perceived Influence of AIDS Advertising: Third-Person Effects in the Context of Positive Media Content
Journal name Basic and Applied Social Psychology   Check publisher's open access policy
ISSN 1532-4834
Publication date 1995-01-01
Sub-type Article (original research)
DOI 10.1207/s15324834basp1703_2
Volume 17
Issue 3
Start page 305
End page 325
Total pages 21
Subject 3202 Applied Psychology
3207 Social Psychology
Abstract Although there is consistent evidence indicating that people perceive themselves to be less influenced than others by negative media content and persuasive communications with negative intent (viz., a third-person effect), much less is known about the perceived impact of positive media content and public service advertisements. This study investigated the perceived impact of 11 AIDS advertisements promoting a common message for safe sex, in an attempt to clarify the conditions in which people might judge themselves as more, rather than less, influenced than others. Results indicated that student respondents perceived themselves as less vulnerable than others to low-quality AIDS advertisements, but as more influenced than others by high-quality AIDS advertisements. Respondents who believed strongly that it is good to be influenced by AIDS campaigns saw themselves as relatively vulnerable to such messages, whereas other respondents did not distinguish between the level of impact on self and other. Results are consistent with motivational accounts that emphasize the ego-enhancing function of social comparisons.
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Unknown

Document type: Journal Article
Sub-type: Article (original research)
Collection: Scopus Import - Archived
 
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Created: Tue, 16 Aug 2016, 14:00:49 EST by System User