What Is the Third Person Effect? How It Impacts Your Buying Decisions

Key Takeaways:

• The Third Person Effect (TPE) is a cognitive bias that leads people to think others are more swayed by media than they are themselves.
• This bias can impact consumer behaviour, creating a disconnect between what individuals believe and how they truly react to marketing strategies.
• Marketers can leverage TPE to soften resistance by framing their messages as if they’re intended for “others” and employing objective, trust-oriented language.
• By applying TPE in digital advertising through techniques like social proof, a hint of urgency, and aspirational messaging, brands can enhance their effectiveness while avoiding any defensive reactions.

What Is Third Person Effect?

The Third Person Effect (TPE) is a psychological phenomenon that many of us encounter. It’s the tendency we have to believe that other people are swayed by media messages, like adverts, news articles, or political content, more than we are ourselves. In other words, we often think, “I’m not influenced, but everyone else probably is.”

This concept was first proposed by W. Phillips Davison in 1983. He noticed that people usually overestimate how persuasive media is for others, while underestimating its effect on their views and actions.

The Third Person Effect includes two key components:

• Perceptual: The belief that others are more susceptible to media influence.
• Behavioural: Actions taken based on that belief, such as supporting media regulation to “protect” others, or dismissing certain messages as irrelevant to oneself.

Understanding this bias is crucial in marketing and consumer psychology, as it uncovers a significant gap between what consumers think and how they act. This is a disconnect that savvy messaging strategies can either highlight or carefully bridge.

Why Does the Third Person Effect Happen?

To understand the Third Person Effect, we need to delve deeper into human psychology. This bias isn’t just a random quirk; it stems from deep-seated cognitive patterns that influence how we perceive ourselves with others.

Self-Enhancement Bias

People often see themselves as being smarter, more rational, and less gullible than others. This self-perception acts as a sort of mental shield, making it hard to accept that we can be easily swayed. Instead, we tend to think that persuasion works on everyone else, but not on us.

Optimism Bias

We often assume that bad things happen more to others than to ourselves. This mindset extends to thinking that misleading adverts, propaganda, or fake news are issues that affect other people, not us, even though we’re just as exposed to them.

Social Comparison

We often find ourselves measuring our worth against others. In media contexts, there’s a tendency to look down on the average viewer, assuming they’re somehow more susceptible than we are. This mindset reinforces the belief that others are easily swayed while we remain in control of our own choices.

Illusion of Knowledge

When someone feels well-informed about a subject, they often think they’re beyond being influenced in that area. This mistaken belief in their expertise can obscure subtle messages that still affect their behaviour, whether they realise it or not.

How Third Person Effect Shapes Consumer Behaviour

The Third Person Effect isn’t merely a psychological concept; it has implications for how consumers assess products, trust brands, and come to purchase decisions. Although many people might believe they’re immune to advertising, they often find themselves subtly swayed in ways they might not recognise.

Why Consumers Distrust Ads, But Still Act on Them

A lot of people like to think of themselves as being immune to advertising, but research suggests otherwise. In fact, a whopping 70% of consumers admit that social media influences their buying choices. Furthermore, 54% actively look up products on platforms such as Instagram and TikTok before making a purchase.

This paradox can be explained by what’s known as the Third Person Effect: we often believe that while others may fall for marketing tricks, we are above such influences. This mindset fuels our scepticism towards ads, even though it doesn’t prevent us from being swayed by the very messages we claim to overlook.

The consequence? Shoppers are turning to user-generated content and online reviews, viewing these as more “genuine” sources of information. Yet, the illusion remains. While a staggering 93% of consumers feel that online reviews help guide their purchasing decisions, many believe that others are more susceptible to being misled by fake or biased reviews.

The Loyalty Paradox: Rational Buyer Outside, Emotional Influence Inside

The Third Person Effect also influences how consumers perceive brand loyalty and make decisions. People often believe their purchasing choices stem from logic or research, when, in reality, emotion and social influence have a significant impact.

This disconnect can lead to unrealistic expectations. For instance, a loyal customer might think they chose a particular brand for its superior features. However, emotional storytelling, social proof, or subtle branding might have been the real drivers behind their choice. When brands fail to address these unspoken emotional cues, customers can end up switching to competitors, often without fully realising why they did so.

This bias also shapes perceived value. Consumers who reckon they’re immune to marketing tactics might underestimate the effort that goes into campaigns and feel that products are overpriced. This is particularly true for hedonic purchases like luxury goods, fashion, or entertainment, where consumers are more inclined to think that others are easily swayed. At the same time, they believe their own buying decisions are “rational” exceptions.

Marketing Tactics Using the Third Person Effect

Many marketers find it challenging to sway audiences who think they’re impervious to persuasion. This is where the Third Person Effect comes into play as a hidden benefit: by presenting messages in the right way, you can steer consumer behaviour without provoking resistance. This section will guide you through how to achieve just that.

Framing Messages for “Other People”

To navigate around psychological barriers, design campaigns that seem aimed at someone else, not the reader. This tactic reinforces their sense of being more discerning while still getting your message across effectively.

• Use phrases like “Don’t be like those who fall for…” or “Many people still believe…”
• Highlight negative consequences for others to trigger protective instincts
• Create distance from the sales pitch to let readers self-persuade

Using Third-Person Language for Credibility

Writing in the third person tends to create a sense of distance, reducing that feeling of being directly sold to. This approach is particularly practical when trust is at stake or when the audience prefers a more objective tone.

• Replace “We believe this product is great” with “This product has helped thousands achieve results”
• Let data, testimonials, and expert sources speak instead of the brand itself
• Emphasise facts over claims to earn authority-based trust

Leveraging Testimonials and Expert Endorsements

Social proof is effective, particularly when it doesn’t come across as a sales pitch. Testimonials and endorsements from experts provide that crucial third-party validation, which resonates well with the TPE framework.

• Choose testimonials that reflect confidence, not hype
• Use case studies that show transformation without overselling
• Avoid overly scripted endorsements; authenticity is key

Emphasising Media Literacy and Transparency

People who believe they are immune to advertising often place a high value on media literacy. Brands that embrace this perspective can build trust and cultivate long-lasting loyalty.

• Highlight your brand’s transparency and ethics
• Use visuals (e.g., badges, data visuals, product breakdowns) to reinforce clarity
• Encourage educated decision-making rather than impulsive reactions

Applying the Third Person Effect in Digital Ads

In today’s crowded digital landscape, audiences are increasingly savvy about advertisements and often resistant to them. To truly connect, your messaging needs to acknowledge their intelligence while still steering their actions. This is where strategically employing the Third Person Effect can give your advertising that extra bit of influence.

Social Proof, Scarcity, and Ego-Defence in Ad Copy

Consumers may deny being influenced, but they’re still wired to respond to social dynamics and scarcity cues. The key is to use these tactics while allowing them to retain a sense of control and superiority.

• Show that “others” are acting fast: “10,000 people already joined, don’t miss out”
• Use urgency language in the third-person form: “Spots are filling up quickly”
• Highlight exclusive benefits in a way that flatters the user’s decision-making

Hedonic Products and the TPE Gap

When it comes to emotional or luxury products, consumers tend to think that others are more easily influenced. This creates a marketing blind spot, which can be effectively addressed with aspirational messaging.

• Avoid direct persuasion like “You need this.” It contradicts the rational buyer persona
• Position the product as a lifestyle enhancer: “This is what elevated tastes are choosing now”
• Use imagery and language that allows the consumer to identify with an “elite” group, rather than feeling marketed to

Conclusion

The Third Person Effect is more than just an interesting psychological concept; it’s a valuable perspective for creating marketing that respects consumers’ intelligence while effectively steering their behaviour. By understanding how people believe they resist persuasion, clever marketers can subtly guide what they do.

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