When Distant Others Matter More: Perceived Effectiveness for Self and Other in the Child Abuse PSA Context

Hye Jin Paek, Thomas Hove, Mikyoung Kim, Hyun Ju Jeong, James Dillard

Research output: Contribution to journalArticle

10 Citations (Scopus)

Abstract

Perceived effectiveness (PE) has been studied as an important antecedent of persuasion. But judgments of PE may vary its persuasive impact depending on whom people think about as message referents. This study explores PE judgment for both self and different others as well as their independent roles in the persuasion process. Theoretical rationales are drawn from the third-person effect and its contingent concepts regarding perceived media effects. A study was conducted among 355 participants who evaluated two child abuse prevention public service announcements (PSAs). They estimated that the average American parent judged the PSAs more favorably than their close peer or themselves. Structural equation models indicate that self's and close-peer's PE judgment led to persuasion for one PSA ("Wonders"), while the target's PE judgment affected persuasion for another PSA ("Awareness"). These results suggest a potential moderating role of message characteristics in self-other PE judgments and their consequences.

Original languageEnglish (US)
Pages (from-to)148-174
Number of pages27
JournalMedia Psychology
Volume15
Issue number2
DOIs
StatePublished - May 1 2012

Fingerprint

Child Abuse
Persuasive Communication
public service
abuse
persuasion
Structural Models
structural model
Public Service Announcements
parents
human being

All Science Journal Classification (ASJC) codes

  • Social Psychology
  • Communication
  • Applied Psychology

Cite this

Paek, Hye Jin ; Hove, Thomas ; Kim, Mikyoung ; Jeong, Hyun Ju ; Dillard, James. / When Distant Others Matter More : Perceived Effectiveness for Self and Other in the Child Abuse PSA Context. In: Media Psychology. 2012 ; Vol. 15, No. 2. pp. 148-174.
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When Distant Others Matter More : Perceived Effectiveness for Self and Other in the Child Abuse PSA Context. / Paek, Hye Jin; Hove, Thomas; Kim, Mikyoung; Jeong, Hyun Ju; Dillard, James.

In: Media Psychology, Vol. 15, No. 2, 01.05.2012, p. 148-174.

Research output: Contribution to journalArticle

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