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The present experiment investigated if and how other readers’ reactions to news on Internet portal sites affect individuals’ perceptions of public opinion, assessments of media influence, and their personal opinion. In so doing, others’ responses were shown as either individual comments or aggregate approval ratings of the article, and the individual’s need for cognition (NFC) was considered as a potential moderator of their relative effects. High NFC individuals relied more on the approval ratings than individual postings in estimating media influence on general public, but low NFC individuals’ presumption about media influence remained unaltered, regardless of how others’ reactions were presented. However, exposure to dissenting comments led both high and low NFC individuals to perceive the public opinion as more discrepant from the news position, with no corresponding effect for approval ratings. Others’ comments significantly affected participants’ personal opinion, but only for those less prone to engage in analytical thinking.
Lee et al. (2010) studied this question.