Audience prototypes and asymmetric efficacy beliefs
Prior research suggests that the third-person effect is related to media schemas, for example, that general audiences are vulnerable to influence. The current study evaluates whether the effect of media schemas depends on more specific audience schemas. Participants read vignettes of four “actors” i...
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2018
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| Online Access: | https://ink.library.smu.edu.sg/cis_research/184 https://ink.library.smu.edu.sg/context/cis_research/article/1183/viewcontent/Audience_prototypes_and_asymmetric_efficacy_beliefs.pdf |
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| Institution: | Singapore Management University |
| Language: | English |