Norms and attitude change II: The phenomenon of bipolarization

In a preceding article we discussed the links between norm and attitude change: a particular phenomenon in this relation will be developed in the present article. During a group discussion, and in the presence of a consistent confederate defending positions which follow the trend of the norms on the global level of society, subjects tend to polarize their attitudes much more than in control groups. In the opposite situation, we observe a division of the group: a number of subjects are sensitive to the confederate's reactionary positions; these subjects are initially, that is, before the interaction, ‘moderate’. The other subjects, with firmer initial positions, resist the consistent confederate, thus resigning themselves to not reaching the consensus demanded of them by the experimenter, and enduring the conflict resulting from the standstill in the group negotiation.     

Family communication styles, attitude towards institutional authority and adolescents' violent behaviour at school

The purpose of present study is to analyse the relationship among certain family and school factors, adolescents' attitude towards institutional authority, and violent behaviour at school. The sample is composed of 1049 adolescents of both sexes and aged from 11 to 16 years old. Statistical analyses were carried out using structural equation modelling. Results indicate a close association between negative communication with father and violent behaviour in adolescence. Moreover, data suggest that teachers' expectations affect students' attitude towards institutional authority, which in turn is closely related to school violence. Finally, findings show an indirect influence of father, mother and teacher in adolescents' violent behaviour, mainly through their effect on family- and school-self-concept.     

Distraction and attitude change: A resolution

Previous studies have shown that distraction may either increase or decrease attitude change. The present experiment, designed to reconcile earlier findings, was based on the hypothesis that distraction should interfere with message reception but also increase yielding to the message. Distraction should thus increase attitude change to a simple message (one which is easily understood but not very convincing), but decrease attitude change to a complex message (one which is difficult to understand but convicing if understood). Subjects beard messages on two topics, sometimes while distracted by a tape recording of music and sometimes not. Message complexity was successfully manipulated for one of the topics. The results support a model of attitude change which considers the effects of independent variables on both reception and yielding.     

Aging and attitude change.

Social psychologists have proposed a variety of different models to account for people's relative openness to attitude change through the life cycle. Two of the most important models are the impressionable years model, which suggests an especially great openness to change among the young, and the lifelong openness model, which suggests that age is unrelated to openness to attitude change. Two studies were conducted to examine the openness of people of varying ages to attitude change. In both studies, the influence of personal experiences with government agencies on attitudes toward government was examined. The attitudes of older people changed as much or more in response to their personal experiences as did those of younger people. These results support the lifelong openness model of attitude change.     

Social categorization and attitude change

Two experiments were carried out investigating the effect of categorization on attitude change. It was predicted that the division of a number of individuals into two subgroups (categorization), in such a way that initial attitudes correlate with subgroup membership, would lead to accentuation of attitudinal differences between subgroups. It was further predicted that an identical distribution of initial attitudes without superimposed categorization would lead to convergence of attitude positions. In experiment 1, the effect of a male-female classification on attitude change was studied. It was indeed found that subjects changed their attitudes in the direction opposite to the position of the outgroup (intergroup attitude differentiation), but only for groups who were initially more extreme than the comparison group. In the control condition (no categorization), conformity effects were observed. In experiment 2, an antagonistic intergroup setting was induced. In this situation, strong intergroup attitude differentiation effects were observed, which were not affected by the magnitude of the initial intergroup discrepancy. In the control condition, subjects did not show conformity to the overall group mean, but maintained their initial noncentral attitude position.     

Self-generated attitude change: A person by situation analysis of attitude polarization and attenuation

The potential moderating effects of differences in the need for cognition on the attitude polarization process were explored. Based on putative schematabased differences in information processing, it was predicted that an increased opportunity for thought would result in (a) more attitude polarization for low need for cognition persons than for high need for cognition persons and (b) more attitude attenuation for high need for cognition persons than for low need for cognition persons. Participants completed the Need for Cognition scale and were given either little or ample time to think about issues toward which they previously held moderate attitudes. Attitudes were reassessed following thought about the issues. The results were consistent with the predicted moderating effects of individual differences in the need for cognition on thought-induced attitude polarization. Implications of and alternative explanations for the findings are discussed.     

Internalization of conflict and attitude change

In a 2 × 2 × 2 design, eighty smokers were exposed to an anti-smoking appeal attributed either to an expert source (superior status) or a minority source (inferior status). Subjects were either allowed or not to smoke during the experiment. In addition subjects had to memorize part of the appeal and a recall task either followed after reading the appeal (completed task) or not (uncompleted task). The results show that the expert source produces more attitude change than the minority when the tension induced by the source is weakened (either by the opportunity to smoke or task completion). In contrast the minority has more impact when subjects are not able to smoke or when the task is not completed, which is to say when the conflict has been internalized. An explanation of these effects is offered in terms of the more defensive forms of resistance involved with respect to sources of superior status compared to more assertive forms with respect to minorities.     

Aging and susceptibility to attitude change

Two hypotheses about the relation between age and susceptibility to attitude change were tested. The impressionable years hypothesis proposes that individuals are highly susceptible to attitude change during late adolescence and early adulthood and that susceptibility drops precipitously immediately thereafter and remains low throughout the rest of the life cycle. The increasing persistence hypothesis proposes that people become gradually more resistant to change throughout their lives. Structural equation models were applied to data from the 1956-1960, 1972-1976, and 1980 National Election Panel Studies in order to estimate the stability of political attitudes and unreliability in measures of them. The results support the impressionable years hypothesis and disconfirm the increasing persistence hypothesis. A decrease in the over-time consistency of attitude reports among 66- to 83-year-olds was found to be due to increased random measurement error in their reports, not to increased attitude change.     

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.     

Presidential debates and change in students' attitude

The effects of debates on influencing potential voters' attitudes were assessed in a group of 45 undergraduates who watched the third presidential debate of election year 2000 between candidates Bush and Gore. A repeated measures t test indicated a significant change in immediate ratings of attitude from pretest to posttest, with Gore being rated higher at posttest.     

Polarized Norms and Social Frames of Reference: A Test of the Self-Categorization Theory of Group Polarization

Self-categorization theory (Turner, 1985; Turner, Hogg, Oakes, Reicher, & Wetherell, 1987) explains group polarization as conformity to a polarized norem which defines one's own group in contrast to other groups within a specific social context. Whether the ingroup norm is polarized or not depends on the social comparative context within which the ingroup defines itself. It was predicted from self-categorization theory that an ingroup confronted by a risky outgroup will polarize toward caution, an ingroup confronted by a caution outgroup will polarize toward risk, and an ingroup in the middle of the social frame of reference, confronted by both risky and cautious outgroups, will not polarize but will converge on its pretest mean. Our experiment adopted a modified version of the risky-shift paradigm, in which subjects gave pretest, posttest, and group consensus recommendations on three choice dilemma item-types (risky, neutral, or risky). The frame of reference was manipulated by confronting the ingroup with an outgroup lying on one or the other side, or both sides, of the ingroup distribution. This procedure was successful in producing a polarized theoretical ingroup norm in the appropriate conditions. Subjects' posttest opinions converged on their estimations of the consensual ingroup position, which in turn was polarized or not in line with the theoretical norm. There was some evidence that the degree of behavioral convergence and estimations of the ingroup consensus were a partial function of the extent to which subjects identified the group. There was also the usual main effect for item-type: Subjects converged on a norm polarized toward risk on risky items and toward caution on catious items. The results are consistent with self-categorization theory.     

The time for doing is not the time for change: effects of general action and inaction goals on attitude retrieval and attitude change

Implicit in many informal and formal principles of psychological change is the understudied assumption that change requires either an active approach or an inactive approach. This issue was systematically investigated by comparing the effects of general action goals and general inaction goals on attitude change. As prior attitudes facilitate preparation for an upcoming persuasive message, general action goals were hypothesized to facilitate conscious retrieval of prior attitudes and therefore hinder attitude change to a greater extent than general inaction goals. Experiment 1 demonstrated that action primes (e.g., "go," "energy") yielded faster attitude report than inaction primes (e.g., "rest," "still") among participants who were forewarned of an upcoming persuasive message. Experiment 2 showed that the faster attitude report identified in Experiment 1 was localized on attitudes toward a message topic participants were prepared to receive. Experiments 3, 4, and 5 showed that, compared with inaction primes, action primes produced less attitude change and less argument scrutiny in response to a counterattitudinal message on a previously forewarned topic. Experiment 6 confirmed that the effects of the primes on attitude change were due to differential attitude retrieval. That is, when attitude expression was induced immediately after the primes, action and inaction goals produced similar amounts of attitude change. In contrast, when no attitude expression was induced after the prime, action goals produced less attitude change than inaction goals. Finally, Experiment 7 validated the assumption that these goal effects can be reduced or reversed when the goals have already been satisfied by an intervening task.     

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.