What Makes People Underestimate the Perceived Impact of Public Service Announcements? The Theoretical Implication for the Third-Person and First-Person Perceptions
What makes people undervalue the impact of health campaign messages that promote positive behavioral changes? Using the Extended Parallel Process Model’s (EPPM) rationale, this study explores whether an interaction between individuals’ existing self-efficacy and message attributes (i.e., level of fe...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Athens Institute for Education and Research
2018-04-01
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| Series: | Athens Journal of Mass Media and Communications |
| Subjects: | |
| Online Access: | https://www.athensjournals.gr/media/2018-4-2-1-Kim.pdf |
| _version_ | 1828123523574398976 |
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| author | Nam Young Kim & Masudul Karim Biswas |
| author_facet | Nam Young Kim & Masudul Karim Biswas |
| author_sort | Nam Young Kim & |
| collection | DOAJ |
| description | What makes people undervalue the impact of health campaign messages that promote positive behavioral changes? Using the Extended Parallel Process Model’s (EPPM) rationale, this study explores whether an interaction between individuals’ existing self-efficacy and message attributes (i.e., level of fear) can lead to psychological defensiveness, which makes them cognitively undervalue the Public Service Announcements (PSAs). In the context of anti-binge drinking PSA, a 2 (Fear Appeal: High vs. Low) X 2 (Perceived Self-Efficacy: High vs. Low) experiment reveals that participants with low self-efficacy find a greater effect of PSA on others than on themselves if the PSA includes too much threat or fear (i.e., the third-person perception). Conversely, participants who have a high self-efficacy perceive a greater PSA influence on themselves than on others (i.e., the first-person perception) in response to a high fear-arousing PSA. The theoretical implications for the third-person and first-person perceptions as well as practical implications are discussed. |
| first_indexed | 2024-04-11T14:52:48Z |
| format | Article |
| id | doaj.art-6767ec72689644c89ef86de982a6381e |
| institution | Directory Open Access Journal |
| issn | 2407-9499 |
| language | English |
| last_indexed | 2024-04-11T14:52:48Z |
| publishDate | 2018-04-01 |
| publisher | Athens Institute for Education and Research |
| record_format | Article |
| series | Athens Journal of Mass Media and Communications |
| spelling | doaj.art-6767ec72689644c89ef86de982a6381e2022-12-22T04:17:21ZengAthens Institute for Education and ResearchAthens Journal of Mass Media and Communications2407-94992018-04-01429510810.30958/ajmmc.4.2.1What Makes People Underestimate the Perceived Impact of Public Service Announcements? The Theoretical Implication for the Third-Person and First-Person PerceptionsNam Young Kim & 0Masudul Karim Biswas1Assistant Professor, Department of Mass Communication, Sam Houston State University, USAAssistant Professor, Department of Communication, Loyola University Maryland, USAWhat makes people undervalue the impact of health campaign messages that promote positive behavioral changes? Using the Extended Parallel Process Model’s (EPPM) rationale, this study explores whether an interaction between individuals’ existing self-efficacy and message attributes (i.e., level of fear) can lead to psychological defensiveness, which makes them cognitively undervalue the Public Service Announcements (PSAs). In the context of anti-binge drinking PSA, a 2 (Fear Appeal: High vs. Low) X 2 (Perceived Self-Efficacy: High vs. Low) experiment reveals that participants with low self-efficacy find a greater effect of PSA on others than on themselves if the PSA includes too much threat or fear (i.e., the third-person perception). Conversely, participants who have a high self-efficacy perceive a greater PSA influence on themselves than on others (i.e., the first-person perception) in response to a high fear-arousing PSA. The theoretical implications for the third-person and first-person perceptions as well as practical implications are discussed.https://www.athensjournals.gr/media/2018-4-2-1-Kim.pdfthird-person/first-person perceptionfear appealsself-efficacypersuasion |
| spellingShingle | Nam Young Kim & Masudul Karim Biswas What Makes People Underestimate the Perceived Impact of Public Service Announcements? The Theoretical Implication for the Third-Person and First-Person Perceptions Athens Journal of Mass Media and Communications third-person/first-person perception fear appeals self-efficacy persuasion |
| title | What Makes People Underestimate the Perceived Impact of Public Service Announcements? The Theoretical Implication for the Third-Person and First-Person Perceptions |
| title_full | What Makes People Underestimate the Perceived Impact of Public Service Announcements? The Theoretical Implication for the Third-Person and First-Person Perceptions |
| title_fullStr | What Makes People Underestimate the Perceived Impact of Public Service Announcements? The Theoretical Implication for the Third-Person and First-Person Perceptions |
| title_full_unstemmed | What Makes People Underestimate the Perceived Impact of Public Service Announcements? The Theoretical Implication for the Third-Person and First-Person Perceptions |
| title_short | What Makes People Underestimate the Perceived Impact of Public Service Announcements? The Theoretical Implication for the Third-Person and First-Person Perceptions |
| title_sort | what makes people underestimate the perceived impact of public service announcements the theoretical implication for the third person and first person perceptions |
| topic | third-person/first-person perception fear appeals self-efficacy persuasion |
| url | https://www.athensjournals.gr/media/2018-4-2-1-Kim.pdf |
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