Who are others in the third-person effect? : downward comparison toward a smoking issue among non-smokers and smokers
Year: 2010
Type: dissertation
Study design: Observational Study
Abstract: With regards to the third-person effect, the purpose of this paper is to answer the fundamental question 'who are others?' when assessing the perceived effects of anti-tobacco advertising and cigarette advertising.The particular interest in this study is investigation of the underlying mechanism of the third-person effect between non-smokers and smokers by applying the social comparison theory to the third-person effect.Findings indicate that, in terms of overall third-person effect judgments, people are inclined to consider as others those persons sharing similar demographic characteristics including gender, race, and age.However, in terms of smoking status, people have a tendency to contrast themselves with other smokers rather than non-smokers, regardless of whether or not they themselves smoke.Moreover, the first-person effect toward an anti-tobacco advertisement was found amongst non-smokers, but it was not found amongst smokers.The magnitude of the third-person toward a cigarette-advertisement effect was greater among non-smokers than it was among smokers.
Author: Kim, Keunyeong
Language: English
Field: Medicine
Domain: Health Sciences
Open Access status: green
OpenAlex ID: W2263366060