social distance, social desirability, involvement, third-person effect, product placement
The present study aimed to examine the evaluation and the third-person effect of product placement in journalism. The hypotheses were proposed to examine the relationships among desirability of content, involvement, social distance, third-person effect and support for restriction of media. A computer-based survey was conducted and 315 respondents completed the questionnaire. The results of this study indicate that about 50% audiences tend to regard product placement in journalism as negative media content, the other 50% audiences tend to regard product placement in journalism as positive media content. Audiences perceive greater negative effects on others than on themselves. In addition, the results also show that “the third-person perception” and “perceive effect on self” are able to predict the support for restriction of this media content.