This study examined the existence of first- and third-person perceptions and determined whether the perceived self-other difference in media influence leads to rectifying and accommodating behaviors. A total of 237 participants watched beer commercials and cervical cancer prevention PSAs and completed a survey thereafter.
The findings suggest that people perceive a greater effect of media messages rated undesirable on others than on the self. Although this third-person perceptual gap predicted support for restrictions on beer commercials, the perceived behaviors of others led to support for strict regulations on drunk driving. A lesser effect on others than on the self was observed for messages rated socially desirable, resulting in promoting PSAs and the adoption of preventive behaviors against cervical cancer.