Citation

Meirick PC. Media Psychol. 2008; 11(2): 283-309.

Copyright

(Copyright © 2008, Informa - Taylor and Francis Group)

DOI

10.1080/15213260801893059

PMID

unavailable

Abstract

Perceived exposure has been offered as the main factor in how people estimate the effects of media messages on others, but a recent study found this did not hold for two prosocial messages. This study (N = 160) shows that demographic cues in anti-drug messages may communicate who the intended targets are, thus influencing perceived exposure and perceived effects for different age, gender, and racial groups. In turn, perceived effects on the self and others predict support for funding anti-drug campaigns. The possible impact of perceived similarity between a group and the ?implied audience? on perceived effects is discussed.
Perceived exposure has been offered as the main factor in how people estimate the effects of media messages on others, but a recent study found this did not hold for two prosocial messages. This study (N = 160) shows that demographic cues in anti-drug messages may communicate who the intended targets are, thus influencing perceived exposure and perceived effects for different age, gender, and racial groups. In turn, perceived effects on the self and others predict support for funding anti-drug campaigns. The possible impact of perceived similarity between a group and the ?implied audience? on perceived effects is discussed.