Examining Third-Person Perceptions in the Context of Sexually Oriented Advertising |
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Authors: | Po-Lin Pan Juan Meng Shuhua Zhou |
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Institution: | 1. Arkansas State University , Jonesboro , Arkansas , USA;2. University of Georgia , Athens , Georgia , USA;3. University of Alabama , Tuscaloosa , Alabama , USA |
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Abstract: | A limited amount of research has been undertaken to investigate third-person perceptions as persuasion in the context of sexually oriented advertising. This study examined whether sexually oriented advertising and gender differences would yield significant influences on third-person perceptions and whether participants’ sexual cognition would moderate their third-person perceptions. Results showed that sexually oriented advertising, gender differences, and sexual cognition were significant factors that dominated the third-person perceptions. After exposure to sexually oriented advertising, females were led to a stronger degree of the third-person perceptions than males. Moreover, the participants with a more negative level of sexual cognition had a stronger degree of the third-person perceptions than those with a more positive level of sexual cognition after exposure to sexually oriented advertising. |
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Keywords: | third-person perception sexually oriented advertising gender difference sexual cognition |
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