Exemplification studies usually examined the influence of media exemplars on people’s perceptions of fictional or controversial issues, but neglected the circumstances when people have prior beliefs. The present research tested the effects of media exemplars on people’s perceptions of Chengguan–vendor conflicts, a social issue with strong prior beliefs in China. The typical between-group exemplification effect was not evident; a relative, within-group exemplification effect was found; and a progressively decaying exemplification effect emerged. Yet, when evaluating belief/attitude formation and change beyond the media context, initial belief emerged as the most prominent and the only consistent predictor of subsequent perceptions.