Preparations for Y2K: Revisiting the Behavioral Component of the Third-Person Effect

Although the behavioral component was an integral part of the original formulation of the third-person effect hypothesis, little research has examined the impact of biased media effect perceptions on behaviors that assume others have already been affected. The present study examines how third-person perceptions (the belief that other people are particularly vulnerable to media messages) contributed to intentions to prepare for problems stemming from Y2K, also known as the “millennium bug.” Analyses using data from 2 regional probability samples taken in late 1999 show that perceptions about the potential effects of news messages influenced public anxiety about the Y2K situation and beliefs that other people would overprepare for the new year. These 2 variables, in turn, predicted intentions to stockpile supplies of food, water, gasoline, and cash. The article discusses the implications of these findings for understanding the relationship between perceptions of media effects and an extended range of behaviors.