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Do You See What I See?: Third-Person Effects on Public Communication Through Self-Esteem, Social Stigma, and Product Use

In this experiment I examined the effect of self-esteem, negative stigma of product in a message, and product use as a form of ego-involvement on the third-person effect in an effort to understand the variables underlying the third-person effect. The findings broaden 1 belief about the third-person effect in relation to public communication and call into question 2 others. This has ramifications in the area of public opinion regarding socially stigmatized messages, particularly in the realm of tobacco and alcohol advertising, suggesting the perception that a publicly communicated message containing a social stigma can influence the level of the third-person effect, indirectly affecting public communication and opinion formation.