Attitude bolstering when behavior is inconsistent with central attitudes

An experiment was conducted to study the effects of behaving inconsistently with a central attitude. In a theoretical account, it is suggested that subjects who score high on a feminism scale and who fail to solve a sex-role problem and thus demonstrate sexist thinking will be motivated to adopt feminist (nonsexist) behavior more than subjects who are either lower in feminism or who don't fail such a problem. Since the attitude is central, attitude bolstering rather than change in the direction of the behavior should be the preferred mode of inconsistency reduction for such subjects. Bolstering, in the form of positive affirmative action decisions, was generally demonstrated by subjects who failed the sex-role problem. This effect was more pronounced for those highest in feminism. No such effects on affirmative action decisions were observed for subjects who didn't fail the sex-role problem. Results support the view that threats to one's self-image caused by one's own counter-attitudinal actions lead to attempts to reestablish those threatened values. A conceptual analysis of the conditions under which bolstering rather than attitude change in the direction of the behavior should be expected is presented.