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American Behavioral Scientist
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The Third-Person Effect in Controversial Product Advertising

Keith Jensen

University of Central Florida, Orlando

Steve Collins

University of Central Florida, Orlando

This research seeks to determine if there is a third-person effect in the realm of controversial product advertising. Survey participants rated their perceived levels of personal offense to product categories as well as the expected offense levels of other groups of people. The results show a significant third-person effect for five of six product categories where an effect was expected. In the case of advertising for racial extremist groups, a first-person effect existed as predicted. The findings suggest previous studies of controversial products may have overestimated actual levels of offense by ignoring the possibility of a third-person effect.

Key Words: third-person effect • advertising • audiences • mass media

American Behavioral Scientist, Vol. 52, No. 2, 225-242 (2008)
DOI: 10.1177/0002764208321353
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