Role of Behavioral Experiences in the Third Person Perception: Perceived Message Quality, Perceived Message Desirability, and Perceived Desirability of Influence as Mediators

• In Event: Experimental Investigations of Media Effects

Abstract

This research examines the role of behavioral experiences in response to messages that encourage or discourage a behavior. In response to a pro-fast-food message, light fast food consumers were more likely than heavy fast food consumers to engage in a third person perception. This was mediated by perceived desirability of influence.

Authors

• Se-Hoon Jeong, Korea University

• Yoori Hwang, University of Minnesota