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Exploring a Link Between the Third-Person Effect and the Theory of Reasoned Action

Beneficial Ads and Social Expectations

Seton Hall University, South Orange, New Jersey

Stephen A. Banning

Bradley University, Peoria, Illinois

The authors tested the limitations of paternalism as an explanation for the third-person effect's behavioral aspect, suggesting that the theory of reasoned action better explains why people are sometimes motivated to act on the third-person effect. This study (N = 600) revealed that the third-person effect can motivate people toward socially desirable action that is not corrective in nature, supporting the theory of reasoned action as a theoretical basis for the behavioral aspect of the third-person effect.

Key Words: third-person effect • theory of reasoned action • behavioral component • public service announcements • political advertising

This version was published on October 1, 2008

American Behavioral Scientist, Vol. 52, No. 2, 208-224 (2008)
DOI: 10.1177/0002764208321352


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