No. #97

Third-Person Effect
- Perceived Media Impact on Others

The third-person effect hypothesis suggests that people tend to believe that mass communicated media messages have a greater effect on others than on themselves. This can influence user perceptions of advertising and content within products, leading to underestimation of the effect such content has on their own behavior and attitudes.

Read more on Wikipedia

Product example

Users might claim that online ads don’t influence them but believe others are heavily influenced, affecting how they interact with ads or sponsored content.

Empathy tips


Awareness Campaigns

Educate users about the third-person effect to foster critical engagement with content.


Personalized Content Controls

Provide users with controls to personalize the content and ads they see.


Transparency in Advertising

Maintain transparency about the purpose and targeting of ads.


User Control Over Data

Give users more control over how their data is used for advertising purposes.

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