The third-person effects and susceptibility to persuasion principles in advertisement
Keywords:
TRE, persuasive strategies in advertisement, STPS for Bulgarian costumers.
Abstract
This investigation has several main objectives: 1) to determine whether the third-person effect (TRE) (Gunther & Thorson 1992;Youn, Faber, & Shah, 2000) can be achieved through advertising messages; 2) to identify which strategies for persuasive social influence from P. Cialdini (Cialdini, 2001-2021) help to enhance the third-person effect (TRE) among advertising consumers; 3) to find some causal relationships between susceptibility to persuasion on Kaptein’s scale (Kaptein et al., 2012) or STPS and TRE among consumers of advertising. The results of the analysis of variance (ANOVA) showed that consumers aged 46 to 65 believed that positive the third-person effect (TRE) statements exert their influence on other age groups. When measuring the negative influence of the third-person effect (TRE), it was found that young adults aged 18 to 25 were most likely to assume that this influence was successful among other consumers, i.e. they overestimated the effects on others but not on themselves. Through regression analyses, it is found that persuasive strategies such as scarcity and social proof achieve their influence among youths, and scarcity and authority principles - among females and among other consumers (but not on themselves) when several negative strategies are combined. The research findings can serve social psychologists, behavioural psychologists, and those who protect the interests of business organizations.
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References
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Latané, B., & Nida, S. (1981). Ten years of research on group size and helping. Psychological Bulletin, 89(2), 308–324.
Milgram, S. (1974). Obedience to Authority. London: Tavistock.
Mutz, D. (1989). The influence of perception of media influence: Third person effects and the public expectation of opinions, Intrnational Journal of Public Opinion Research, 1(1), pp. 3-23 https://doi.org/10.1093/ijpor/1.1.3
Noar, S. M., Benac, C. N., & Harris, M. S. (2007). Does tailoring matter? Meta-analytic review of tailored print health behavior change interventions. Psychological Bulletin, 133(4), 673–693.
Noelle-Neumann, E. (1974). The Spiral of Silence a Theory of Public Opinion, Journal of Communication, 24(2), 43-51.DOI: https://doi.org/10.1111/j.1460-2466.1974.tb00367.x
O’Keefe, D. J. (1994). From Strategy-Based to Feature-Based Analyses of Compliance Gaining Message Classification and Production. Communication Theory, 4(1), 61–69.
Oinas-Kukkonen, H., Hasle, P. F. V., Harjumaa, M., Segerstaahl, K., & Ohrstrom, P. (2008). Persuasive Technology, Third International Conference, PERSUASIVE 2008, Oulu, Finland, June 4-6, 2008. Proceedings, volume 5033 of Lecture Notes in Computer Science. Springer.
Perloff, R. M. (1993). Third-Person Effect Research 1983-1992: A Review and Synthesis, International Journal of Public Opinion Research, 5(2), 167-84. https://doi.org/10.1093/ijpor/5.2.167
Ploug, T., Hasle, P., & Oinas-Kukkonen, H., (2010). Persuasive Technology, volume 6137 of Lecture Notes in Computer Science. Springer Berlin Heidelberg, Berlin, Heidelberg.
Tsfati, Y., & Cohen, J. (2003). The Influence of Presumed Media Influence on Democratic Legitimacy: The Case of Gaza Settlers, Communication Research, 32(6), 794-821.
Youn, S., Faber, R., & Shah, D. (2000). Restricting Gambling Advertising and the Third-Person Effect, Psychology & Marketing, 17(7), 633-49. https://dshah.journalism.wisc.edu/files/2017/01/PAM2000.pdf
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence, Journal of Marketing, 52(July), 2-22. https://www.jstor.org/stable/1251446
Brehm, J. W. (1966). A Theory of Psychological Reactance, New York: Academic Press.
Brug, J., Oenema, A., & Campbell, M. (2003). Past, present, and future of computer-tailored nutrition education. American Journal of Clinical Nutrition, 77, 1028-1034.
Cialdini, R. (2001). Influence, Science and Practice. Boston: Allyn & Bacon, https://www.influenceatwork.com/wp-content/uploads/2012/02/Influence_SP.pdf
Cialdini, R.B. (2016). Pre-suasion. A revolutionary way to influence and persuade. New York: Simon and Schuster.
Cialdini, R.B. (2021). Influence, New and Expanded: The Psychology of Persuasion, New York: Harper Business.
Clee, M. A., & Wicklund, R. A. (1980). Consumer Behavior and Psychological Reactance. Journal of Consumer Research, 6(4), 389-405.
Cohen, J., & Davis, R. G. (1991). Third-person effect s and the differential impact in negative political advertising. Journalism Quarterly, 68(4), 680-688.
Cohen, J. (1988). Statistical power analysis for the behavioral sciences. Lawrence Erlbaum Associates. https://www.utstat.toronto.edu/~brunner/oldclass/378f16/readings/CohenPower.pdf
Davison, W. Ph. (1996). The Third Person Effect Revisited, International Journal of Public Opinion Research, 8(2), 113-19.
DeVellis, R. (2012). Scale development: Theory and application. (3rd ed.) SAGE Publications.
Eisend, M. (2008). Explaining The Impact of Scarcity Appeals in Advertising: The Mediating Role of Perceptions of Susceptibility. Journal of Advertising, 37(3), 33-40. DOI: https://doi.org/10.2753/JOA0091-3367370303
Festinger, L. (1957). A theory of cognitive dissonance. Evanston, IL: Row, Peterson
Fogg, B. J., & Eckles, D. (2007). Mobile Persuasion: 20 Perspectives on the Future of Behavior Change. Mobile Persuasion, pages 1–166. Stanford Captology Media.
Fogg, B. J. (2002). Persuasive Technology: Using Computers to Change What We Think and Do. Morgan Kaufmann. https://dl.acm.org/doi/pdf/10.1145/764008.763957
Fogg, B. J. (2009). A Behavior Model for Persuasive Design. Proceedings of the 4th International Conference on Persuasive Technology Persuasive 09, April 26-29, Claremont, California, USA.
Friestad, M., & Wright, P. (1994). The persuasion knowledge: How people cope with persuasion attempts. Journal of Consumer Research, 21, 1-31.
Fuegen, K., & Brehm, J. W. (2004). The intensity of affect and resistance to social influence. Lawrence Erlbaum Associates Publishers, pages 39-63
Ganeva, Z. (2016). Let's reinvent statistics with IBM SPSS Statistics, Elestra. ISBN 978-619- 7292-01-5.
Gunther, A. C., & Mundy, P. (1993). Biased Optimism and the Third-Person Effect, Journalism Quarterly, 70(1), 58-67. https://doi.org/10.1177/107769909307000107
Gunther, A. C., & Thorson, E. (1992). Perceived Persuasive Effects of Product Commercials and Public-Service Announcements: Third-Person Effects in New Domains, Communication Research, 19(5), 574-96.
Gunther, A. C. (1991). What we think others think: Cause and consequence in the third-person effect. Communication Research, 18(3), 355-372 https://doi.org/10.1177/009365091018003004
Gunther, A., Bolt, D., Borzekowski, D., Liebhart, J., & Dillard, J. (2006). Presumed Influence on Peer Norms: How Mass Media Indirectly Affect Adolescent Smoking, Journal of Communication, 56 (1), 52-68.
Hoy, W. K., & Smith, P. (2007). Influence: A key to successful leadership. International Journal of Educational Management, 21(2), 158-167. doi: https://doi.org/10.1108/09513540710729944
Kaptein, M. (2012). Personalized Persuasion in Ambient Intelligence. Eindhoven University of Technology Library, Netherlands, ISBN: 978-90-386-3106-6.
Kaptein, M. C., & Eckles, D. (2010). Selecting Effective Means to Any End: Futures and Ethics of Persuasion Profiling. In Ploug, T., Hasle, P., and Oinas-Kukkonen, H., editors, Persuasive Technology, pp. 82-93. Springer Berlin / Heidelberg.
Kaptein, M., De Ruyter, B., Markopoulos, P., & Aarts, E. (2012). Adaptive persuasive systems: A study of tailored persuasive text messages to reduce snacking. ACM Trans. Interact. Intell. Syst. 2, рр. 10-25. DOI: 10.1145/2209310.2209313
Kaptein, M., Markopoulos, P., Ruyter, B., & Aarts, E. (2009). Can you be persuaded? Individual differences in susceptibility to persuasion, IFIP Conference on Human-Computer Interaction, LNCS, 5726, pp.115-118. https://link.springer.com/chapter/10.1007/978-3- 642-03655-2_13
Kellermann, K., & Cole, T. (1994). Classifying Compliance Gaining Mes- sages: Taxonomic Disorder and Strategic Confusion. Communication Theory, 4(1), 3-60. https://doi.org/10.1111/j.1468-2885.1994.tb00081.x
Latané, B., & Nida, S. (1981). Ten years of research on group size and helping. Psychological Bulletin, 89(2), 308–324.
Milgram, S. (1974). Obedience to Authority. London: Tavistock.
Mutz, D. (1989). The influence of perception of media influence: Third person effects and the public expectation of opinions, Intrnational Journal of Public Opinion Research, 1(1), pp. 3-23 https://doi.org/10.1093/ijpor/1.1.3
Noar, S. M., Benac, C. N., & Harris, M. S. (2007). Does tailoring matter? Meta-analytic review of tailored print health behavior change interventions. Psychological Bulletin, 133(4), 673–693.
Noelle-Neumann, E. (1974). The Spiral of Silence a Theory of Public Opinion, Journal of Communication, 24(2), 43-51.DOI: https://doi.org/10.1111/j.1460-2466.1974.tb00367.x
O’Keefe, D. J. (1994). From Strategy-Based to Feature-Based Analyses of Compliance Gaining Message Classification and Production. Communication Theory, 4(1), 61–69.
Oinas-Kukkonen, H., Hasle, P. F. V., Harjumaa, M., Segerstaahl, K., & Ohrstrom, P. (2008). Persuasive Technology, Third International Conference, PERSUASIVE 2008, Oulu, Finland, June 4-6, 2008. Proceedings, volume 5033 of Lecture Notes in Computer Science. Springer.
Perloff, R. M. (1993). Third-Person Effect Research 1983-1992: A Review and Synthesis, International Journal of Public Opinion Research, 5(2), 167-84. https://doi.org/10.1093/ijpor/5.2.167
Ploug, T., Hasle, P., & Oinas-Kukkonen, H., (2010). Persuasive Technology, volume 6137 of Lecture Notes in Computer Science. Springer Berlin Heidelberg, Berlin, Heidelberg.
Tsfati, Y., & Cohen, J. (2003). The Influence of Presumed Media Influence on Democratic Legitimacy: The Case of Gaza Settlers, Communication Research, 32(6), 794-821.
Youn, S., Faber, R., & Shah, D. (2000). Restricting Gambling Advertising and the Third-Person Effect, Psychology & Marketing, 17(7), 633-49. https://dshah.journalism.wisc.edu/files/2017/01/PAM2000.pdf
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence, Journal of Marketing, 52(July), 2-22. https://www.jstor.org/stable/1251446
Published
2023-03-30
How to Cite
Spasova, L. (2023). The third-person effects and susceptibility to persuasion principles in advertisement. Amazonia Investiga, 12(62), 105-114. https://doi.org/10.34069/AI/2023.62.02.8
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