The Third-Person Effect of Online Cosmetic Surgery Advertising: Testing the Behavioral Hypotheses in the Age of Social Media

• In Event: Advances in Third Person Effect Research (TOP PAPER ENTRY)

Abstract

On the basis of the third-person effect, we examined both perceptual and behavioral components of the third-person effect regarding the cosmetic surgery ads using social media. A survey was conducted with U.S. adult females recruited through MTurk. We found a strong third-person perception on online cosmetic surgery ads. The results of a path analysis revealed that the perceived other-exposure and descriptive norms were positive predictors of the third-person perception (TPP), while injunctive norms reduced the TPP and perceived deception of the ads. We also found that TPP was a strong predictor of support for regulation. Notably, the results evidenced the indirect effect of TPP on individuals’ intent to engage in corrective action through online political self-efficacy.

Authors

• Joon Soo Lim, Syracuse U

• You Jin Jeong, Syracuse U

• Josephine Lukito, Syracuse U