Why I am less persuaded than you: People's intuitive understanding of the psychology of persuasion.

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People generally assume that others are more influenced than the self

(the third person perception or TPP). To further understand this perception

we investigated people’s intuitive understanding of how persuasion works.

Participants rated themselves or others on traits reflecting risk and immunity

from persuasion (e.g., weak- and strong-mindedness) and need for cognition

(NFC). They then rated how much they or others would be influenced

by some advertisements. Results showed that participants associated perceived

low NFC and high levels of weak-mindedness with influence.

Perceived self–other differences in these variables mediated the TPP.

Also, perceived NFC explained the role of self-enhancement in the TPP.

People’s intuitive understanding of persuasion therefore resembles the

elaboration likelihood model on the role it grants to NFC.