The Research Review and Future Practical Management on the First Person Effect in the Marketing Communicating Field
Abstract: The first person effect is a kind of phenomenon widely existing in communication field which refers to audiences’ perception about the difference between the information’s influence on them and on others. Compared with the research within news and political field, those in marketing communicating received less attention. Thus, the literatures during recent 30 years were reor-ganized in this article. Furthermore, the relationship between the first person effect and consumer behavior was also analyzed from the view point of FPE’s effect on consumer behavior, self, adver-tising information, consumer emotion and so on. Finally, some points about future research direc-tions and application were put forward as well.
文章引用: 戚海峰 , 吴少华 , 费鸿萍 , 郑玉香 , 姜 一 (2016) 营销传播中的第一人效果理论研究与管理实践展望。 现代市场营销， 6， 21-31. doi: 10.12677/MOM.2016.63004
Davison, W.P. (1983) The Third-Person Effect in Communication. Public Opinion Quarterly, 47, 1-15.
Gunther, A.C. and Thorson, E. (1992) Perceived Persuasive Effects of Commer-cials and Public Service Announcements: The Third-Person Effect in New Domains. Communication Research, 19, 574-596.
Cohen, J. and Davis, R.G. (1991) Third-Person Effects and the Differential Impact in Negative Political Advertising. Journalism Quarterly, 68, 680-688.
Golan, G.J., Banning, S. and Lundy, L. (2008) Likelihood to Vote, Candidate Choice and the Third-Person Effect: Behavioral Implications of Political Advertising in the 2004 Presidential Election. American Behavioral Scientist, 52, 278-290.
Day, A. (2008) Out of the Living Room and into the Voting Booth: An Analysis of Corporate Public Affairs Advertising under the Third Person Effect. American Behavioral Scientist, 52, 243-260.
Innes, J.M. and Zeitz, H. (1988) The Public’s View of the Impact of the Mass Media: A Test of the “Third-Person” Effect. European Journal of Social Psychology, 18, 457-463.
Tiedge, J.T., Silverblatt, A., Havice, M.J. and Rosenfeld, R. (1991) Discrepancy between Perceived First Person and Perceived Third-Person Mass Media Effects. Journalism Quarterly, 68, 141-154.
Atwood, L.E. (1994) Illusions of Media Power: The Third-Person Effect. Journalism Quarterly, 71, 269-281.
Chapin, J.R. (2000) Not Like Me: Self vs. Other Distinctions in First-Person Perception. Communication Research Reports, 17, 320-330.
White, H.A. and Dillon, J.F. (2000) Knowledge about Others’ Re-action to a Public Service Announcement: The Impact on Self Persuasion and Third-Person Perception. Journalism &Mass Communication Quarterly, 77, 788-792.
Meirick, P.C. (2004) Topic-Relevant Reference Groups and Di-mensions of Distance: Political Advertising and First- and Third-Person Effects. Communication Research, 31, 234-255.
Huh, J., Delorme, D. and Reid, L.N. (2004) The Third-Person Effect and Its Influence on Behavioral Outcomes in a Product Advertising Context: The Case of Direct-to-Consumer Prescription Drug Advertising. Communication Research, 31, 568-599.
Talor, N. (2007) Age and Third-Person Perception in Response to Positive Product Advertisements. Mass Communication & Society, 10, 403-422.
Golan, G.J. and Banning, S. (2008) Exploring a Link between the Third-Person Effect and the Theory of Reasoned Action: Beneficial Ads and Social Expectations. American Behavioral Scientist, 52, 208-224.
Gunther, A.C. and Mundy, P. (1993) Biased Optimism and the Third-Person Effect. Journalism Quarterly, 70, 58-67.
Hoorens, V. and Ruiter, S. (1996) The Optimal Impact Phenom-enon: Beyond the Third-Person Effect. European Journal of Social Psychology, 26, 599-610.
 Umphrey, D. (2006) Another Look at False Consensus Bias in Other-Person Perceptions of Alcohol Advertising. American Academy of Advertising, Reno, 30 March-2 April 2006.
White, H.A. (1997) Considering Interacting Factors in the Third-Person Effect: Arguments Strength and Social Distance. Journalism & Mass Communication Quarterly, 74, 557-564.
Neuwirth, K., Frederick, E. and Mayo, C. (2002) Person-Effects and Heuristic-Systematic Processing. Communication Research, 29, 320-359.
Duck, J.M. and Mullin, B. (1995) The Perceived Impact of the Mass Media: Reconsidering the Third-Person Effect. European Journal of Social Psychology, 25, 77-93.
Duck, J.M., Terry, D.J. and Hogg, M.A. (1995) The Perceived Influence of AIDS Advertising: Third-Person Effects in the Context of Positive Media Content. Basic and Applied Social Psychology, 17, 305-325.
Henriksen, L. and Flora, J.A. (1999) Third-Person Perception and Children: Perceived Impact of Pro and Anti-Smok- ing Ads. Communication Research, 26, 643-665.
 Elliott, R. and Kritsadarat, W. (1998) Brand as Symbolic Resources for the Construction of Identity. International Journal of Advertising, 17, 131-144.
Cooper, S., McLoughlin, D. and Keating, A. (2005) Individual and Neo-Tribal Consumption: Tales from the Simpsons of Springfield. Journal of Consumer Behavior, 4, 330-344.
Aguirre-Rodriguez, A.A., Bosnjak, M. and Sirgy, J.M. (2012) Moderators of the Self-Congruity Effect on Consumer Decision-Making: A Meta-Analysis. Journal of Business Research, 65, 1179-1188.
Perloff, R.M. (1999) The Third Person Effect: A Critical Review and Synthesis. Media Psychology, 1, 353-378.
Smith, R.E. and Swinyard, W.R. (1983) Attitude-Behavior Con-sistency: The Impact of Product Trial versus Advertising. Journal of Marketing Research, 20, 257-267.
 Schlenker, B.R. (1985) Identity and Self-Identification. In: Schlenker, B.R., Ed., The Self and Social Life, McGraw Hill, New York, 65-99.
 Tetlock, P.E. (1985) Toward an Intuitive Politician Model of Attribution Processes. In: Schlenker, B.R., Ed., The Self and Social Life, McGraw Hill, New York, 203-234.
Wright, J. and Mischel, W. (1982) Influence of an Effect on Cognitive Social Learning Person Variables. Journal of Personality and Social Psychology, 43, 901-914.
Isen, A.M. (1970) Success, Failure, Attention, and Reaction to Others: The Warm Glow of Success. Journal of Personality and Social Psychology, 28, 294-301.
 Colre, G.L. (1975) Interpersonal Attraction: An Overview. General Learning Press, Morristown.
Fiske, S.T., Neuberg, S.L., Beattie, A.E. and Milberg, S.J. (1987) Category-Based and Attrib-ute-Based Reactions to Others: Some Informational Conditions of Stereotyping and Individuating Processes. Journal of Ex-perimental Social Psychology, 23, 399-427.
 Perloff, R.M. (2002) The Third Person Effect. In: Bryaznt, J. and Zillmann, D., Eds., Media Effects: Advances in Theory and Research, 2nd Edition, Lawrence Erlbaum, Mahwah, 489-506.
Wicker, A.K. (1969) Attitude versus Actions: The Relationship of Verbal and Overt Behavioral Responses to Attitudes Objects. Journal of Social Issues, 25, 41-78.
Cialdini, R.B., Reno, R.R. and Kallgren, C.A. (1990) A Focus Theory of Normative Conduct: Recycling the Concept of Norms to Reduce Littering in Public Places. Journal of Per-sonality and Social Psychology, 58, 1015-1026.
Cialdini, R.B., Demaine, L., Sagarin, B.J., Barrett, D.W., Rhoads, K.L. and Winter, P.L. (2006) Managing Socialnorms for Persuasive Impact. Social Influence, 1, 3-15.
Nolan, J.M., Schultz, P.W., Cialdini, R.B., Griskevicius, V. and Goldstein, N. (2008) Normative Social Influence Is Underdetected. Personality and Social Psychology Bulletin, 34, 913-923.
Gelfand, M.J., Nishii, L.H. and Raver, J.L. (2006) On the Nature and Importance of Cultural Tightness-Looseness. Journal of Applied Psychology, 91, 1225-1244.
Ando, K., Ohnuma, S. and Chang, E.C. (2007) Comparing Nor-mative Influences as Determinants of Environmentally Conscious Behaviors between the USA and Japan. Asian Journal of Social Psychology, 10, 171-178.