Abstract
This study examines the third-person perception in the context of cosmeceutical product advertising. Experimental results found that female participants showed a relatively negative attitude toward cosmeceutical product advertising. However, most female participants believed that such advertising would influence others more than themselves when they were exposed to both product advertising and product information as appeared in a news story. Moreover, such third-person perception was moderated by various levels of body esteem as reported by female participants. Practical implications for cosmeceutical product advertisers and marketers are discussed.
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