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Cigarette and alcohol advertising, s...

Banning, Stephen Allen.

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Cigarette and alcohol advertising, self-esteem, and societal opinion: First-person and third-person effects in relation to perceived stigma, product use, and self-esteem.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Cigarette and alcohol advertising, self-esteem, and societal opinion: First-person and third-person effects in relation to perceived stigma, product use, and self-esteem./
Author:	Banning, Stephen Allen.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 1997,
Description:	198 p.
Notes:	Source: Dissertations Abstracts International, Volume: 59-10, Section: A.
Contained By:	Dissertations Abstracts International59-10A.
Subject:	Journalism. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=9808802
ISBN:	9780591591903

Cigarette and alcohol advertising, self-esteem, and societal opinion: First-person and third-person effects in relation to perceived stigma, product use, and self-esteem.
Banning, Stephen Allen.

Cigarette and alcohol advertising, self-esteem, and societal opinion: First-person and third-person effects in relation to perceived stigma, product use, and self-esteem. - Ann Arbor : ProQuest Dissertations & Theses, 1997 - 198 p.

Source: Dissertations Abstracts International, Volume: 59-10, Section: A.

Thesis (Ph.D.)--Southern Illinois University at Carbondale, 1997.

This item must not be sold to any third party vendors.

This study examined the third-person effect and its relationship to messages with socially undesirable overtones, product use, and self-esteem. Past research has indicated that a third-person effect exists. Researchers have also suggested that future research should be conducted in reference to messages with socially undesirable overtones, product use, and self-esteem. The third-person effect is the tendency of people to believe message effects are greater on others than on themselves. This can be demonstrated by asking a roomful of students whether cigarette advertisements have a greater effect on others in the class or themselves. The tendency, as indicated by past third-person effect research, is for a majority of the subjects to believe others are more affected by a message than they themselves are. This study was based on a judgment-task experiment using within subject comparisons. Ninety-six subjects were used. Subjects were undergraduate students in a mass communication class. The results were obtained from a measuring instrument that included a bank of 25 advertisements as stimuli and concomitant questions pertaining to each advertisement to measure the third-person effect score, a bank of questions pertaining to product use, a bank of questions pertaining to feelings of particular advertisements' social desirability to serve as a manipulation check, and a bank of questions constituting an established measure of self-esteem. The results indicated support for the basic third-person effect and support for the hypothesis that advertisements with a negative stigma in terms of social desirability produce a greater third-person effect than advertisements without a negative stigma. The results also indicated no support for the hypothesis that product use and self-esteem can be used to predict the level of the third-person effect. These findings suggest that the third-person effect is a robust hypothesis, that people may be more likely to say advertisements for a socially undesirable product such as cigarettes would affect others more than it would affect themselves. These findings also provide stimulus for future third-person effect research in regard to product use and self-esteem.

ISBN: 9780591591903Subjects--Topical Terms:

576107
Journalism.

Cigarette and alcohol advertising, self-esteem, and societal opinion: First-person and third-person effects in relation to perceived stigma, product use, and self-esteem.
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260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 1997
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500 $a Source: Dissertations Abstracts International, Volume: 59-10, Section: A.
500 $a Publisher info.: Dissertation/Thesis.
500 $a Advisor: Lowry, Dennis T.
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506 $a This item must not be sold to any third party vendors.
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520 $a This study examined the third-person effect and its relationship to messages with socially undesirable overtones, product use, and self-esteem. Past research has indicated that a third-person effect exists. Researchers have also suggested that future research should be conducted in reference to messages with socially undesirable overtones, product use, and self-esteem. The third-person effect is the tendency of people to believe message effects are greater on others than on themselves. This can be demonstrated by asking a roomful of students whether cigarette advertisements have a greater effect on others in the class or themselves. The tendency, as indicated by past third-person effect research, is for a majority of the subjects to believe others are more affected by a message than they themselves are. This study was based on a judgment-task experiment using within subject comparisons. Ninety-six subjects were used. Subjects were undergraduate students in a mass communication class. The results were obtained from a measuring instrument that included a bank of 25 advertisements as stimuli and concomitant questions pertaining to each advertisement to measure the third-person effect score, a bank of questions pertaining to product use, a bank of questions pertaining to feelings of particular advertisements' social desirability to serve as a manipulation check, and a bank of questions constituting an established measure of self-esteem. The results indicated support for the basic third-person effect and support for the hypothesis that advertisements with a negative stigma in terms of social desirability produce a greater third-person effect than advertisements without a negative stigma. The results also indicated no support for the hypothesis that product use and self-esteem can be used to predict the level of the third-person effect. These findings suggest that the third-person effect is a robust hypothesis, that people may be more likely to say advertisements for a socially undesirable product such as cigarettes would affect others more than it would affect themselves. These findings also provide stimulus for future third-person effect research in regard to product use and self-esteem.
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