Examining multiple behavioral effects of third-person perception: Evidence from the news about Fukushima nuclear crisis in Taiwan

• Published in: Chinese journal of communication Vol. 8; no. 1; pp. 95 - 111
• Main Authors: Wei, Ran, Lo, Ven-Hwei, Lu, Hung-Yi, Hou, Hsin-Ya
• Format: Journal Article
• Language: English
• Published: Hong Kong Routledge 02.01.2015; Taylor & Francis Ltd
• Subjects: behavioral effects; elaboration; involvement; issue importance; knowledge; media effects; Nuclear power plants; risk communication; third-person effect; third-person perception
• ISSN: 1754-4750; 1754-4769
• DOI: 10.1080/17544750.2014.972422

This study focuses on examining the behavioral component of the third-person effect. It explores the self-other perceptual gap concerning the influence of nuclear pollution news on the prediction of different actions: corrective, protective, and promotional. The study analyzes data from a probability sample collected in Taiwan after the news about nuclear pollution from Fukushima was widely reported. The results showed that the discrepancy in self-other perceptions was a significant predictor of multiple behavioral intentions, which included seeking self-protection (e.g., taking iodide pills), supporting corrective actions (e.g., opposing the building of new nuclear power plants), and supporting government-led promotional measures (e.g., launching public educational campaigns on nuclear safety). These results indicate that the behavioral component of the third-person effect extends beyond the realm of willingness to censor.