| Abstract: | A fundamental postulate of self-awareness theory that has received considerable empirical support is that self-focused attention increases behavioral consistency with “standards of correctness.” This appears to be true whether the standards are internal (such as attitudes or values) or external (e.g., norms). There is some question, however, as to what happens in situations in which an important personal standard conflicts with a salient external standard. Research by E. Diener and T. K. Srull (Journal of Personality and Social Psychology, 1979, 37, 413–423) has suggested that under such circumstances the social standard is likely to predominate. However, there is reason to believe that the standards employed in their study may not have been very salient nor very important to the subjects. In the present experiment, subjects with either conservative or liberal sexual attitudes were exposed to information suggesting a prevailing norm of sexual liberalism. They were then asked to respond to a number of sexual and nonsexual attitude measures while their attention was or was not self-directed by means of a mirror. Primary results indicated that self-awareness enhanced conformity to the social standard (as in Diener & Srull, 1979) for the conservative subjects; however, correlational analyses within the self-focused and non-self-focused conditions indicated that self-aware subjects did not “abandon” their personal standards when responding to the conformity pressure. Instead, their responses tended to be more in line with their previously expressed attitudes than did the responses of the non-self-focused group. Results are discussed in terms of the effects of self-awareness on reactions to potent, but conflicting behavioral standards. |
