Beteiligte: | , |
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In: | Communication Research, 35, 2008, 2, S. 169-189 |
veröffentlicht: |
SAGE Publications
|
Medientyp: | Artikel, E-Artikel |
Umfang: | 169-189 |
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ISSN: |
0093-6502
1552-3810 |
DOI: | 10.1177/0093650207313158 |
veröffentlicht in: | Communication Research |
Sprache: | Englisch |
Schlagwörter: | |
Kollektion: | SAGE Publications (CrossRef) |
<jats:p> The perceived as well as actual (in) effectiveness of anti-drug ads has been prominent in public discourse and concern. Using the third person effect hypothesis, this study examined adolescents' perceptions on the effect of anti-drug ads and the perception's relationship to attitudes and intentions concerning drug use. The results suggested that adolescents estimated the anti-drug ad effect on the basis of their behavioral experience, the self-anchored expectancy of a pro-social media effect: Those who had used drugs anticipated the effect of anti-drug ads to be smaller than those who had not used drugs. The perceived informative realism of anti-drug ads influenced the perceived message quality, which in turn influenced the perceived effect on self. The perceived effect on self was positively associated with anti-drug attitudes and intentions. The implications on future third person perception research and anti-drug campaign efforts are discussed. </jats:p> |