건강 관련 메시지에 대한 제3자 효과 연구 = The Third-Person Effects of the Health related Messages

다국어 초록 (Multilingual Abstract)

The purpose of this study is to evaluate the effect of the messages which concerned with public health by analyzing the third-person effects of the diet/anti-obesity ads and the fast food ads. Also, this study examines the factors affecting on the third-person effects of those ads. Survey was conducted to assess the perceived effects of diet/anti-obesity ads and the fast food ads. The results suggested that third-person effect hypothesis was supported because the perceived effects of both the diet/ anti-obesity ads and the fast food ads will be smaller on self than on others. It indicates that they have the perceived bias that they will be healthier than others and they will maintain their health more than others do. In this study, the social distance was not proved as a factor influencing on the third-person effects. However, message involvement can affect the third-person effect of the diet/anti-obesity ads. The high-involvement group indicates that there are no differences between the effect on themselves and on others. Likewise, message quality factor was partly associated with perceived effects of the diet/anti-obesity ads. Overall, the findings suggest that the perceived effects of the diet/anti-obesity ads and fast food ads will be larger on others than on self.

참고문헌 (Reference)

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