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Third-person effects and direct-to-consumer advertisements for antidepressants
Laramie D Taylor1, Robert A Bell, Richard L Kravitz
1Communication Department, University of California, Davis, California 95616, USA. lartaylor@ucdavis.edu
Depression and Anxiety
|February 2, 2011
Summary
Individuals with depression perceive themselves as less influenced by antidepressant ads than others, a phenomenon known as the third-person effect (TPE). This effect weakens with more positive ad attitudes and fewer depressive symptoms.
Area of Science:
- Psychology
- Media Studies
- Health Communication
Background:
- The third-person effect (TPE) suggests individuals perceive themselves as less vulnerable to media messages than others.
- Previous TPE research utilized general population surveys.
- The impact of depression on TPE and self-serving biases is not well understood.
Purpose of the Study:
- To investigate the third-person effect (TPE) in individuals with depression regarding direct-to-consumer (DTC) antidepressant advertisements.
- To explore how depression and attitudes toward DTC ads influence TPE in this population.
Main Methods:
- An online questionnaire was administered to 148 participants in an internet depression support group.
- Participants' perceptions of DTC antidepressant advertisement influence were assessed.
Main Results:
- Participants perceived others with depression as more influenced by DTC antidepressant ads than themselves, supporting the TPE.
- Positive attitudes toward DTC ads and higher levels of depressive symptoms were associated with a weaker TPE.
Conclusions:
- Individuals diagnosed with depression perceive themselves as less susceptible to DTC antidepressant ads than the average person with depression.
- Attitudes toward DTC ads and current depressive symptoms moderate this TPE, weakening its effect.
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