Interpersonal determinants of attitude change following counterattitudinal behavior

In a test of predictions derived from an identity-analytic model of self-presentational behavior, individuals who privately endorsed positive or negative attitudes about sexual behavior were asked to deliver a prosexuality speech while alone, while watched by observers, or while being watched by observers who questioned the morality of the subject’s actions. Subsequent attitude measures indicated that the subjects who initially adopted negative attitudes justified their behavior by expressing more favorable attitudes about sexuality, but only when no audience witnessed their speech. When an audience was present, these individuals emphasized their lack of choice. In contrast, subjects who privately endorsed positive attitudes publicly expressed less favorable attitudes when their morality was challenged by the observers. These findings suggest that attitude change following counterattitudinal behavior (a) stems from private image-maintenance needs as well as public self-presentational concerns, and (b) is sometimes designed to secure an image of morality as well as an image of consistency.