Smoke Gets in Their Eyes? Third-Person Effects of Electronic Cigarette Advertising

Carol J. Pardun, Robert McKeever, Sid Bedingfield

Research output: Contribution to journalArticlepeer-review

3 Scopus citations


This study examined the relationship between smoker status and attitudes toward e-cigarette usage, third-person perceptions of e-cigarette advertising, and support for regulation of e-cigarette advertising within the context of a media-saturated environment. Survey results (n = 615) indicated that participants perceived e-cigarette advertisements as having a more powerful effect on others than on themselves and that nonsmokers perceived this more strongly than did smokers. Nonsmokers were found to have more negative attitudes toward e-cigarette use than smokers. Mediation analysis indicated support for a serial indirect effect of smoker status on support for regulation through attitudes toward e-cigarettes and third-person perceptions.

Original languageEnglish (US)
Pages (from-to)708-726
Number of pages19
JournalJournal of Promotion Management
Issue number5
StatePublished - Sep 3 2017


  • advertising
  • electronic cigarettes
  • smoking
  • third-person effect


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