| Abstract: | Three studies tested a self‐categorization theory explanation for the third‐person effect. In Study 1 (N= 49) undergraduate students judged the influence of the National Enquirer, Wall Street Journal, and TV show Friends on themselves, relative to low‐ and high‐status outgroup members, and other undergraduate students. The profile of first‐ and third‐person perceptions was largely consistent with predictions, and the size of the third‐person effect decreased as perceived similarity to target others increased—but only for media that were normative for comparison others. Study 2 (N= 49) provided evidence for this process with different media and showed that the profile of first‐ and third‐person perceptions matched closely with perceived norms of media consumption—but not the social desirability of those media. Study 3 (N= 64) showed that the third‐person effect for the same media and target other shifts with the frame of reference in which the judgment is made. Taken together, the findings are consistent with self‐categorization theory and difficult to reconcile with other explanations. |
