青少年對廣告負面影響的第三人效果研究
The Third-Person Effect and Adolescents in Negative Impacts of Advertising

曾秀芹

第三人效果是一種受眾認為媒體對其他人的影響大於對他們自己影響的現象。本研究旨在探索不同年齡階段的受訪者對廣告負面影響是否存在第三人效果認知，並探索年齡和社會距離與第三人效果認知之間的關係。對 447 名學生調查發現：初中、高中和大學各年齡階段的受訪者都存在顯著的第三人效果認知；受訪者認為小生學最容易受到廣告的影響，其次為同齡
其他人，最小為中老年人；第三人效果認知並沒有隨著受訪者的年齡增大而增強。本研究結果意味著年齡可能並非是受訪者判斷自己與他人差距的標準，而可能是專業知識或社會經驗。

The third-person effect is a tendency which people perceive that the harmful impacts of media will be greater on others than themselves. A sample of 447 students from middle school, high school and university was recruited to examine whether the third-person perceptions exist among adolescents, and whether they are influenced by age and social distance. The results indicated that all ages believed that ads have greater negative impacts on others than on themselves, and perceived ads as most influential on pupils, less on same ages, and old people least; the range of the third-person perception didn’t increase with age. These findings suggest that expertise or social experience rather than age may play a decisive part in perceiving the difference between the self and others.

第三人效果認知；社會距離；年齡；參照群體

The third-person perception; Social distance; age; reference group

2011-07-05

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青少年對廣告負面影響的第三人效果研究.pdf