Reexamine Third Person Effects in the Context of Collective Actions.

Given the severe effects caused by climate change, it is imperative to promote public engagement in fighting climate change. Recognizing the flaws of previous studies in examining pro-environmental behaviors, this study proposes to incorporate the logic of collective action to reexamine media effects in promoting individuals' pro-environmental behavioral intention. In line with the collective interest model, which emphasizes that individuals' decision of participating in collective action depends on their perception of others' performance and individuals' worry about free-rider effects would refrain them form taking action, this study employs the third-person effects hypothesis as the theoretical framework. For data collection, this research conducted a nationally door-to-door survey in Singapore (N= 705). By reexamining both perceptual and behavioral components of TPE, this study found that people estimate others' attention to media messages about climate change based on the amount of attention that they pay to these messages. The perception of others' media attention leads them to develop third-person perception of media influence. In regards to behavioral component, this study confirmed the findings of prior TPE studies, as the more people believe that others are influenced by media messages than themselves, the more likely they would engage in pro-environmental behavior. In particular, this relationship was shaped by attitude, social norms, and collective efficacy. Findings from our study extended the applicability of TPE in the setting of collective action. [ABSTRACT FROM AUTHOR]