Knowledge about Others' Reaction to a Public Service Announcement: The Impact on Self Persuasion and Third-Person Perception

Abstract

This study, an experiment, explored the impact of perceived knowledge about others on self persuasion and third-person perception. Subjects were divided into groups and were told that a public service announcement about organ donation had succeeded in persuading other people, had failed to persuade others, or were given no information. A first-person effect was found. Also, first-person persuasion decreased when subjects believed others had evaluated the PSA. Finally, subjects tended to explain third-person reaction to the PSA in ways that placed others in a negative light. Engaging in self-enhancement is offered as an explanation for these findings.