Graduation Year
2015
Document Type
Thesis
Degree
M.A.
Degree Name
Master of Arts (M.A.)
Degree Granting Department
Mass Communications
Major Professor
Scott Liu, Ph.D.
Committee Member
Justin Brown, Ph.D.
Committee Member
Yan Shan, Ph.D.
Keywords
Attitude towards alcohol advertising, third person effect, perceived influence of alcohol advertising
Abstract
Alcohol consumption among Chinese college students has become a serious problem. The present research examines the relationships among attitudes towards alcohol advertising, attitudes towards alcohol products, the perceived influences of alcohol advertising on the self, the perceived influences of alcohol advertising on others, and attitudes toward government restrictions on alcohol advertising. Data were collected from 578 Chinese college students via an online survey. The results supported the hypothesized relationships between attitude toward alcohol products and alcohol advertising, as well as the relationship between attitude toward alcohol advertising and perceived influence of alcohol advertising on oneself. Results also supported the looking glass perception hypothesis whereby the perceived influence of alcohol advertising on oneself (first-person effect) had strong influence on the perceived influence on others (third-person effect) which in turn led to greater support for restrictions on alcohol advertising.
Scholar Commons Citation
Xue, Dong, "First- and Third-Person Effects of Alcohol Advertising on Chinese College Students" (2015). USF Tampa Graduate Theses and Dissertations.
https://digitalcommons.usf.edu/etd/6054
