Considering Interacting Factors in the Third-Person Effect: Argument Strength and Social Distance

Abstract

This study explores the possible relationship among issue involvement, argument strength, and the third-person effect. The study examines Petty and Cacioppo's Elaboration Likelihood Model and the third-person effect hypothesis. The hypothesis in this laboratory experiment was that perceived issue involvement in others would interact with argument strength in a written persuasive message to affect the nature of the third-person effect. That is, it was hypothesized and found that people tend to believe that “others” will be more affected than themselves by a persuasive message that contains weak argumentation, but that “others” will be less affected than themselves by a persuasive message that contains strong argumentation.