Abstract
Davison's original third-person-effect proposal notes that experts, because of their special knowledge, may exhibit a greater third-person effect than do nonexperts. To gather empirical evidence on this notion, this research investigates whether experts perceive a greater influence of direct-to-consumer (DTC) advertising on others than do novices. The expert-novice distinction is made in two different ways: (a) physicians versus consumers, based on objective knowledge of prescription drugs and (b) consumer experts versus consumer novices, based on familiarity with DTC advertising. Results show that consumer experts clearly exhibit greater perceived DTC advertising influence on others than do novices, and the differences between experts and novices vary by presumed DTC advertising influence dimensions. Future research is advocated on expert views in presumed media influence studies.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
