Attibution of attitudes to speakers and listeners under assigned-behavior conditions: Does behavior engulf the field?

A conceptual replication of the assigned-behavior conditions of previous research in attitude attribution was conducted. Participants made attitude attributions about themselves and also about others who had either given, listened to, or not been exposed to either a proattitudinal or counterattitudinal essay. The position adopted in the essay significantly affected the attitudes attributed to those assigned to deliver the essay. Essay position had an equally strong effect upon attitudes attributed to those who merely listened to the essay, however. Thus, the fact that the actor had delivered a particular assigned essay apparently did not in itself convey information to the observers about the actor's attitudes. Experimental results suggested that essay direction affects attitudes attitudes attributed to others in an assigned-behavior setting because observers use their own attitudes to infer the attitudes of others. Since observers' own attitudes change after exposure to different essays, they attribute different attitudes to others.     

Attitudinal qualities relating to the strength of the attitude-behavior relationship

A study was conducted to examine the relation between each of several attitudinal qualities and attitude-behavior consistency. Subjects' attitudes toward volunterring to participate in psychological research were assessed. The number of experiments in which each subject volunteered to participate was employed as the measure of behavior. Attitude-behavior consistency was significantly related to (1) the amount of direct experience upon which the subject's attitude was based (specifically, the number of experiments in which the subject had previously participated), (2) the degree of certainty with which the attitude was held, and (3) how well-defined the subject's attitude was, as measured by the width of his latitude of rejection. These three attitudinal qualities were significantly intercorrelated, suggesting that direct experience with an attitude object may produce an attitude that is both better defined and more confidently held than an attitude formed through more indirect means.     

Experiences that motivate moral development: The role of cognitive dissonance

It has been found in previous research concerning Kohlberg's stages of moral development that engagement in a “real-life” moral dilemma sometimes leads to an advance in an individual's level of moral thought. It is argued in this study that such moral growth is often motivated by the need to reduce cognitive dissonance, which, it is suggested, frequently accompanies choice and commitment in moral contexts. Subjects in the present study delivered counterattitudinal messages that contained arguments that were either 1 stage higher or 1 stage lower than their characteristic level of moral reasoning. Half of the subjects freely chose to deliver these messages, and half did not. Afterwards, subjects' attitudes toward the issues discussed in their messages and their tendency to conceptualize moral issues in terms of the higher or lower levels of reasoning contained in their messages were assessed. The subjects who (a) had freely chosen to deliver the message, and (b) had delivered the message containing higher level arguments used significantly more advanced moral reasoning after their counterattitudinal advocacy than they had before it. These subjects showed greater change in their attitudes regarding the topic discussed in their message than other subject groups. These results suggest that moral behavior will be likely to promote moral growth (a) if it occurs under circumstances that promote cognitive dissonance (e.g., free choice) and (b) if advanced moral ideas are made salient during the dissonance reduction process.     

Playing hard-to-get: A two-determinant model

Walster, Walster, Piliavin, and Schmidt (Journal of Personality and Social Psychology, 1973, 26, 113–121) found that a hard-to-get woman was liked only if she was hard-to-get for other men but easy-to-get for the subject. They suggested that the subjects liked this type of woman because of the socially desirable personality characteristics they attributed to her. A second determinant of liking is proposed in the present study. It concerns the effect of a person's evaluation of a subject on the subject's self-esteem. It was predicted that there would be a positive relationship between changes in the subject's self-esteem and liking for the evaluator. The results demonstrated that this determinant, as well as the one that Walster et al. suggested, is important in understanding the type of opposite-sex person that men and women find most attractive. These results, and the differences between the Walster et al. and the present studies, were discussed in terms of the relative impact of the two determinants in laboratory and real-life situations.     

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.     

Audience reaction as a determinant of the speaker's self-persuasion

This paper tests effects of audience feedback on speaker attitudes. One hundred and seven male subjects with initial beliefs on both sides of an issue (women's role) were assigned to speak for or against their own position; then an “audience” provided one of three types of feedback (speaker was sincere, speaker was insincere, no feedback) in a 2 × 2 × 3 design. Subjects who received sincere feedback showed greater change in the direction of their speech than did those who received insincere feedback. No feedback treatments resulted in intermediate change. This sincere > no feedback > insincere ordering of means held for both pro- and counterattitudinal speakers and for both pretest attitudes. A main effect for pretest attitude was also obtained. Two additional control groups allow for a separate analysis of the effects of (1) preparing and delivering the speech, and (2) audience reaction to the speech.     

Increased conformity to a fellow deviant as a function of prior deviation

A subject was induced to publically report his opinions on a variety of issues. A group of confederates disagreed with the subject; one confederate agreed with him. Thus, the subject deviated from the majority of the group, but received social support from one other individual. Each subject was then paired with one individual from the previous group, and regardless of his pairing, was subjected to a constant amount of conformity pressure from the confederate on a new set of judgments. Deviant subjects conformed more to the confederate who had previously given them social support than they did to a previous majority member. This increased conformity was found in two studies, (1) females judging physical realities and, (2) males reporting their opinions on attitudinal issues. Ratings taken in the second study demonstrated that the deviant subject felt increased liking for and similarity to the confederate who initially provided him with social support, but comparisons between various experimental groups indicated conformity to a confederate was not completely predictable from the subject's liking for that confederate. Instead, conformity was greatest following an experience of deviation from the majority.     

Vicarious dissonance: attitude change from the inconsistency of others

Three studies support the vicarious dissonance hypothesis that individuals change their attitudes when witnessing members of important groups engage in inconsistent behavior. Study 1, in which participants observed an actor in an induced-compliance paradigm, documented that students who identified with their college supported an issue more after hearing an ingroup member make a counterattitudinal speech in favor of that issue. In Study 2, vicarious dissonance occurred even when participants did not hear a speech, and attitude change was highest when the speaker was known to disagree with the issue. Study 3 showed that speaker choice and aversive consequences moderated vicarious dissonance, and demonstrated that vicarious discomfort--the discomfort observers imagine feeling if in an actor's place--was attenuated after participants expressed their revised attitudes.     

Perceived objectivity and the effects of evaluative reinforcement upon compliance and self-evaluation in blacks

Two experiments were conducted to investigate the effects of positive and negative reinforcements upon black college students. In the first experiment subjects received either positive or negative reinforcement from a black or a white Evaluator. Behavioral change (compliance) was greater in response to negative reinforcement from a black Evaluator than in response to negative reinforcement from a white Evaluator, while there were no divergent effects of Evaluator's Race upon compliance with positive reinforcement. The same pattern obtained in subjects' self-evaluations. The second experiment offered a test of the hypothesis that the objectivity of black Evaluators was perceived as greater than that of white Evaluators, and that a manipulation aimed at equating the Evaluators on objectivity would attenuate the effects of Evaluator's Race upon compliance and self-evaluation in response to negative reinforcement. These hypotheses were generally supported by the results.     

Some effects of attitudinal similarity and exposure on attraction and aggression

Previous research investigating the relationship of attraction and aggression has yielded somewhat equivocal results. The present study investigated the influence of two variables, attitudinal similarity and exposure, on interpersonal attraction and physical aggression. Fifty-four subjects received differential exposure to another individual and were later given information concerning this individual's attitudes. The subject's attraction toward the stimulus person was assessed followed by measures of aggression toward the stimulus person. Analysis of variance indicated that an attitudinally similar other was liked significantly more (p < .01) and aggressed against significantly less (p < .05) than an attitudinally dissimilar other. The exposure variable had no main effect on either attraction or aggression but interacted significantly (p < .05) with the attitudinal variable in producing differential attraction.     

Some effects of progressively lowering electromyographic levels with feedback procedures on the frequency of stuttered verbal behaviors

Feedback procedures were used to progressively decrease the EMG activity of three stutterers during connected speech tasks. Single subject experimental designs were used which allowed for procedural changes as dictated by each subject's performance. All three subjects demonstrated clinically significant decreases in disfluencies and generalization of the treatment effects for an oral reading task, while one of the subjects also showed this effect for a conversational speech task. The subjects' strategies for manipulating the feedback tone seemed to be related to reduction in many of the motoric and prosodic complexities of speech which may have been importantly related to enhancing and maintaining fluency.     

Is dissonance phenomenologically aversive?

This study examined whether dissonance is, phenomenologically, an aversive state. Experimental subjects were induced to write counterattitudinal essays under a high-choice condition. One group of subjects was led to believe that a pill, which they had just taken in the context of a separate experiment, would cause them to feel pleasantly excited. A second group was led to believe that the pill would make them feel tense. A third group was given no information about the pill's potential side effects, while a fourth group expected to have no side effects at all. In this last condition, the results yielded the usual dissonance effect: subjects stated attitudes more congruent with the essay than did subjects in a survey control condition. When subjects were given an opportunity to attribute their arousal to an arousing, but nonaversive pill (i.e., the pleasant excitement condition), this effect was unchanged. In contrast, when subjects could attribute their arousal to an aversive pill (i.e., in the tensè and the no information conditions), this effect was virtually eliminated. These results are consistent with the notion that dissonance is an aversive state and that subjects will seize, when possible, an external attribution for this state.     

Induced-compliance attitude change: Once more with feeling

The present study investigated the impact of the perception of emotion on attitude change in active participation situations. Subjects wrote counterattitudinal statements while their emotional experiences were independently manipulated by altering their facial expressions. Subjects who were led to experience additional negative affect changed their attitudes significantly more than did subjects who experienced no added emotional input. Conversely, subjects who were led to experience additional positive affect changed their attitudes significantly less than subjects in the other conditions. These results and their implications are discussed.     

Control of selective echolalia via the instatement of a general alternative response

Treatment for echolalic responding has been limited to the training of a small number of correct responses and limited stimulus verbalizations by the experimenter, leaving the possibility that the introduction of novel stimuli could result in the reoccurrence of echolalia. In the present study an 11-year-old severely retarded male's echolalic responding to questions that he could not answer correctly was controlled by instating a general alternative response, “I don't know.” The subject continued to respond correctly to questions that he could answer. indicating that the general alternative response had been appropriately discriminated. A Baseline. Treatment. DRO. Treatment design indicated that the subject's echolalic responding, as well as the appropriate use of the general alternative response, was under experimental control. Generalization of the experimental results to the subject's regular day-care setting was accomplished by having the staff verbally punish all echolalic responses and then restate the question to the subject until a non-echolalic answer had been emitted. Implications of these findings and suggestions for combining previous treatment procedures for echolalia with the general alternative response procedure were offered.     

On estimating inter-subject variability of choice probabilities under observability constraints

Methods are presented for estimating inter-subject variability of the probability of a given event defined in terms of subject's behavior (e.g., probability of a given choice in a discrimination experiment). The constraints consist of using no more than two independent observations for each subject. Estimators are provided for assessing the inter-subject “variance” of the analyzed probabilities; also, a method is given for testing the hypothesis that the average probability is the same for two groups of subjects.     

Interactive effects of writing and reading a persuasive essay on attitude change and selective exposure

Subjects wrote an essay either supporting their own position on an issue or irrelevant to that issue. Subsequently, they received a communication that either supported or opposed their position, and that either claimed to present the only reasonable position or acknowledged the viability of alternative positions. Then, they reported their own beliefs in the position being advocated, and finally were given an opportunity to obtain subsequent information that either supported or opposed this position. Attitude change in the direction of a proattitudinal communication occurred only when both (a) this communication asserted that only the position advocated was defensible and (b) subjects had previously written a proattitudinal essay themselves. Moreover, either of these factors was sufficient to prevent attitude change in the direction of a counterattitudinal communication. Data supported predictions based upon a joint consideration of commitment and reactance effects. Subjects' subsequent preference for supporting over opposing information was greater when they had written a supporting essay than when they had not, greater when they had read an opposing communication than when they had read a supporting one, and greater when the communication they read was presented as stating the only reasonable position, no matter which position it advocated.     

The influence of incentive-aroused ambivalence on overjustification effects in attitude change

Rewarding people to advocate a position with which they already agree can undermine their attitudinal positivity. This research tests a novel explanation of this example of the overjustification phenomenon. The hypothesis holds that the provision of an unnecessary incentive gives rise to an ambivalent response: the positive reaction to the reinforcement is accompanied by a sense of uneasiness, or apprehension, regarding the legitimacy of the induced behaviors. Attitude change is expected only in circumstances that confirm the apprehension. Results consistent with this expectation were discovered. In Study 1, respondents asked to play the role of a subject in an overjustification experiment reported greater levels of ambivalence regarding their (role-played) proattitudinal action as a function of payment. Contrary to alternative interpretations of the phenomenon, no incentive-related differences were found in subjects' ratings of the reprehensibility of the requested action, or in their beliefs that future activities of the type requested be undertaken only for payment. In Study 2, subjects paid to read a proattitudinal speech were found subsequently to be less in favor of their original positions only if they also had been given a counterattitudinal communication. The presence or absence of the countercommunication had no influence on the attitudes of unpaid respondents. Subjects for whom the payment was made to appear incidental to the experiment did not demonstrate the usual overjustification effect. These results supported the incentive-aroused ambivalence hypothesis. Psychological mechanisms that might underlie the effect were discussed.     

Cognitive dissonance as a function of self-esteem and logical inconsistency

An experiment was conducted to test the importance of self-esteem in the arousal of cognitive dissonance. Recently, Aronson (1969) suggested that the reason an attitude-discrepant speech can arouse dissonance is that it is an indecent act committed by an individual who likes to think of himself as a good and decent person. Looking at counterattitudinal behavior as a discrepancy with one's self-concept rather than as a logical discrepancy between behavioral and attitudinal cognitions differs from Festinger and Carlsnuth's (1959) original notion In the experiment reported, subjects volunteered to take a personality inventory and received either neutral, very favorable, or very unfavorable feedback In this way, subjects' level of self-esteem was raised or lowered Following this procedure, subjects were induced to record a speech that was known to be discrepant with their private beliefs. They were offered either a small or a large inducement for their statements. It was predicted that, regardless of their level of self-esteem, subjects would manifest the inverse relationship between incentive magnitude and attitude change predicted by dissonance theory The major analysis of the results, and the concomitant internal analysis, generally supported the prediction With one qualification, the results were held to be consistent with Festinger and Carlsmith's version of dissonance arousal and inconsistent with the self-esteem analysis     

The relationship between cognitive dissonance and helping behavior

An experiment was conducted to study the relationship between cognitive dissonance and helping behavior. A counterattitudinal procedure was employed to arouse dissonance. For half of the participants, an experimental confederate entered the room and elicited an opportunity for them to offer help. In this situation, fewer subjects in the dissonance condition offered help than subjects in the no‐dissonance condition. The least helping occurred among dissonance subjects with the highest level of commitment to the counterattitudinal task. Those with a medium level of commitment offered significantly more help. Despite the fact that results in line with Festinger's cognitive dissonance theory (subjects' attitudinal change) were obtained in the no‐helping situation, in helping situations, dissonance subjects who offered help presented significantly less attitude change than those who did not offer it. This was considered to be a result of helpfulness reducing dissonance arousal.