Perceived Issue Importance, Information Processing, and Third-Person Effect of News about the Imported U.S. Beef Controversy

Based on the elaboration likelihood model of persuasion and information-processing theory, the authors examined the role of perceived issue importance, news attention, and news elaboration in moderating third-person effects of news about an imported food controversy. Results show that the level of perceived issue importance affected third-person perception. The more the controversy was perceived as important, the more respondents believed themselves to be affected by the news about the controversy. Furthermore, news elaboration was found positively related to both perceived effects on oneself and others, narrowing the third-person perceptual gap. Finally, perceived effect on oneself predicted support for government policy concerning importing U.S. beef and the likelihood of boycotting American beef.