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Research conducted by Youn, Faber and Shah
(2000) examined a
model of mass communication called the
Third-Person Effect and its
possible connection to gambling advertising. In
particular, they
studied pro-censorship attitudes toward
gambling. The
Third-Person Effect contends that people
perceive the power of a
media message as having less effect on
themselves and greater
impact on others (Davison, 1983). In addition,
the theory argues
that this effect discrepancy between self and
others might lead
those not affected by media messages to support
speech
censorship (Gunther 1995; McLeod, Eveland, &
Nathanson, 1997;
Rojas, Shah, & Faber, 1996).
In applying the Third-Person Effect to gambling,
Youn et al.
hypothesized that some adults (i.e., 18 years of
age and older)
believe they are unaffected by advertising
campaigns for casinos
and lotteries while simultaneously believing
that this same
advertising has an adverse effect on other
adults.[1] As such, those
contending they are unaffected might support
censorship of
gambling advertising (Youn et al., 2000).
To test these hypotheses, Youn et al. conducted
a survey in a large
midwestern city where both casino and lottery
gambling are legal.
Investigators interviewed adult respondents
(n=194) to determine
both their casino and lottery gambling behavior.
In addition,
participants completed a self-administered
questionnaire with a 5
point Likert-type scale ranging from “strongly
disagree” to “strongly
agree” that rated casino and lottery gambling
advertising’s power
over themselves and other adults.
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