Age and Third-Person Perception in Response to Positive Product Advertisements |
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| Authors: | Nurit Tal-Or |
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| Institution: | 1. School of Journalism &2. Mass Communication University of Wisconsin–Madison , robinson4@wisc.edu |
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| Abstract: | The research presented here examined the occurrence of the third-person perception (TPP) among children compared with older people. Unlike in previous research, the TPP was examined in response to positive product advertisements. These advertisements are considered negative only when people understand their persuasive intent and manipulative nature. In that context, there was no indication of the TPP in children, whereas adolescents and adults showed the usual effect. The research further documented the existence of an intuitive understanding of media influence on various age groups. For example, adults perceived themselves as less influenced by an adult-targeted ad than other adults but not less influenced than children and adolescents. The results are discussed in terms of self-serving bias, understanding of persuasion intent, and the intuitive understanding of media influence. |
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