fdb – Forschungsdatenbank der Europa-Universität Viadrina Frankfurt (Oder)

Research output (Journal article)

Martin Eisend: The Third-Person Effect in Advertising: A Meta-Analysis


Prior meta-analyses have found evidence for differences in the third-person effect across message types, indicating that the thirdperson effect is a communication context-specific phenomenon. These meta-analyses do not explain why effects of the perceptual hypothesis in advertising are smaller when compared to communication in general; they do not address the broad range of consumer behavior variables that are affected by third-person
perceptions; and they have not investigated whether the perceived effects on the self or on others are better predictors for behavioral responses than third-person perceptions in advertising. This metaanalysis addresses these issues and investigates the perceptual and behavioral hypotheses of the third-person effect in an advertising context. Findings indicate that third-person perceptions in product advertising are weaker when compared to other communication messages due to developments over time and the mixed gratifications provided by product advertising messages. Third-person perceptions in advertising can increase or decrease consumer behavior
depending on whether the behavior is self related (e.g., body-related
responses) or other related (e.g., support for regulation). Furthermore, perceived effects on self or on others are better behavioral predictors than third-person perceptions, providing managerial implications for advertising campaign pretesting.

Author Martin Eisend
Title of the article The Third-Person Effect in Advertising: A Meta-Analysis
Year 2017
Journal Journal of Advertising
Issue / Number 46/3
Ranking B (VHB-Jourqual 2.1 (2011))
Pages 377-394


Division ("Fakultät") Wirtschaftswissenschaftliche Fakultät
Lehrstuhl Professur für Betriebswirtschaftslehre, insbesondere Marketing


Martin Eisend: The Third-Person Effect in Advertising: A Meta-Analysis. In: Journal of Advertising 46/3, 2017, S. 377-394.