How do news coverage of a grassroot protest movement and perceived importance of the movement affect people’s participation in the movement? And does people’s inference of the effect of the news on themselves versus others make a difference in participation? Informed by the third-person effect hypothesis, we examine these questions in the context of the student-led Sunflower Movement in Taiwan that rose in opposition to a trade pact with China. In the study, we advanced three propositions: First, that the perceived effects of the protest news on oneself would be a better predictor of political participation than would perceived effects of such news on others. Second, that the perceived effect on oneself, not on others, would enhance the impact of issue importance on participation in the movement. And third, how people processed protest news would be another intermediate mechanism on subsequent participatory activities. We found support for these propositions in data collected from a probability sample of 1,137 respondents. The implications of the findings for the robust third-person effect research are discussed.