The first-person effect: A test of the reflection hypothesis.

The article focuses on the "third-person effect" (TPE), which is the tendency for individuals to overestimate the influence of mass communications on others compared to themselves, and introduces the "reflection hypothesis" as a notable exception predicting a "first-person effect" (FPE) under specific conditions. The reflection hypothesis posits that for socially desirable messages—such as non-profit advertisements—people perceive a stronger impact on their own reflection (thinking) than on others', whereas for undesirable messages, the TPE persists. Across three studies using mock advertisements, the researchers found consistent evidence supporting the reflection hypothesis: an FPE emerged for socially desirable messages when participants assessed the impact on reflection, but not on behavior, where the TPE remained. These findings suggest that self-enhancement motives influence perceived media effects differently depending on message desirability and the level of impact considered, highlighting the importance of distinguishing between cognitive reflection and behavioral influence in media perception research.