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Third–person effect

Description

The hypothesis that people tend to overestimate the influence that mass communications have on the attitudes and behavior of others.

Example 1:

A marketing manager believes a competitor's negative ad campaign will significantly harm the competitor's image among consumers, but underestimates its potential impact on their own company's customers.

Example 2:

A marketing manager might believe that while they are not easily swayed by advertising, their target audience is highly susceptible to the company's persuasive ad campaigns.