反毒影片之第一人效果

The First-Person Perception of Anti-drug films

本研究以行政院衛生署藥品管制管理局所製作的反毒宣導短片，檢測第一人效果是否會因觀眾的特性（藥物使用及感官刺激追求程度）及訊息特性（反毒影片所乘載的訊息感官刺激值）的不同而有差異，並探討第一人效果對反毒相關的認知、態度及行為及對未來類似影片製作之支持度的影響。本研究驗證第一人效果認知的存在，且會因訊息受眾的藥物使用情形、其對訊息感官刺激追求的程度及反毒影片所乘載的訊息感官刺激值的不同而有差異。第一人效果認知愈大，愈能激發閱聽人思索與反毒有關的議題、愈喜歡反毒影片、愈堅定其反毒決心及愈支持未來類似反毒影片的製作及宣傳。

Using the first- and third-person effect hypotheses, this study investigated viewers' perceptions of the effects of anti-drug films on self and others and the perceptions' relationship to the support for the production of the films and anti-drug attitudes and behaviors. Message desirability was determined by viewers' drug use status, their message sensational seeking personality, and sensational values of the films. 250 participants were randomly assigned to watch films with either high or low sensational values. The results indicated that those who watched films with high sensational values were more likely to make first-person judgments, while viewers of low sensational values films made third-person judgments. Viewers with low-sensational seeking personality reported greater effects of anti-drug films on themselves than did viewers with high-sensational seeking personality. In addition to message features and audience's personality, viewers' drug-using behavior also influenced perceived message effects. The first-person perception level of drug non-users was significantly higher than that of drug-users. A significant relationship existed between supporting the production of anti-drug films and first-person perception level. The first-person effect was also positively associated with the likelihood to generate favorable attitudes toward anti-drug films and oppose drug use, which expands first-person behavioral domains beyond the issue of support.