Dissonance and self-perception: An integrative view of each theory's proper domain of application

The literature concerning the controversy between dissonance and selfperception theories is reviewed. It is proposed that the two theories be regarded not as “competing” formulations but as complementary ones and, furthermore, that each theory is applicable only to its own specialized domain. Self-perception theory, it is suggested, accurately characterizes attitude change phenomena in the context of attitude-congruent behavior and dissonance theory attitude change in the context of attitude-discrepant behavior. Attitude-congruent is defined as any position within an individual's latitude of acceptance; attitude-discrepant as any position in the latitude of rejection. An experimental test of these notions produced confirming evidence. Subjects who were given an opportunity to misattribute any potential dissonance arousal to an external stimulus did not change their attitudes, relative to low choice subjects, if they were committed to endorsing a position in their latitude of rejection. If the commitment concerned a position in the latitude of acceptance, however, these subjects did exhibit attitude change relative to low choice subjects.     

Further evidence for meaning change in impression formation

Hamilton and Zanna (Journal of Personality and Social Psychology, 1974, 29, 649–654) demonstrated that the meaning of an attribute as rated on connotatively related scales changed as a function of context desirability. This finding was viewed as supporting a meaning change interpretation of context effects in impression formation. Kaplan (Memory and Cognition, 1975, 3, 375–380, Exp. 1) found that similar changes also occurred on scales unrelated in meaning to the test attribute and argued that changes on both kinds of scales were due to halo effects produced by the contexts. Controlling for possible scaling artifacts, the first experiment reported here showed that substantially greater changes occurred on related than on unrelated scales. Kaplan (1975, Exp. 2) also found that the magnitude of context-induced differences in judgments of trait likability was not increased by creating contexts denotatively related to the test attributes. Adding measures of connotative meaning, the second experiment in this paper showed that substantially greater context-induced changes did occur on related meaning scales and, in contrast to Kaplan, on trait likability for the denotatively related contexts. The results of each experiment are consistent with a meaning change position but would not be expected on the basis of the halo effects model.     

Thinking and caring about cognitive inconsistency: when and for whom does attitudinal ambivalence feel uncomfortable?

The relation between conflicting evaluations of attitude objects (potential ambivalence) and associated unpleasant feelings (felt ambivalence) was investigated. Participants indicated their potential and felt ambivalence about capital punishment (Studies 1 and 2) and abortion (Studies 1-3). The simultaneous accessibility (J. N. Bassili, 1996) of participants' potential ambivalence (i.e., how quickly and equally quickly conflicting evaluations came to mind) was measured using response latency (Studies 1-3) and manipulated by repeated expression (Study 3). The relation between potential ambivalence and felt ambivalence was strongest when potential ambivalence was high in simultaneous accessibility (Studies 1-3). This pattern was most pronounced for participants who were high in preference for consistency (Study 3; R. B. Cialdini, M. R. Trost, & T. J. Newsom, 1995). Similarities of ambivalence and cognitive dissonance constructs are discussed.     

Meritocracy and opposition to affirmative action: making concessions in the face of discrimination

Typically, people who strongly endorse the merit principle and believe that outcomes should be given to those most deserving oppose affirmative action (AA) programs that violate this principle. However, how do they respond to AA when faced with a great deal of workplace discrimination? The authors hypothesized that people who care strongly about merit should be motivated to combat discrimination because it biases the assessment of merit. Consequently, these individuals should make concessions for AA. The authors found support for their hypothesis when investigating (a) participants' preexisting perceptions of workplace discrimination and (b) experimentally induced perceptions of discrimination. They discuss the implications of these results for the psychology of meritocracy and for resistance to AA.     

Authoritarian dynamics and unethical decision making: high social dominance orientation leaders and high right-wing authoritarianism followers

When dilemmas require trade-offs between profits and ethics, do leaders high in social dominance orientation (SDO) and followers high in right-wing authoritarianism (RWA) make decisions that are more unethical than those made by others? This issue was explored in 4 studies with female participants performing managerial role-playing tasks. First, dyads comprising a person who was either low or high in SDO and a person who was either low or high in RWA negotiated for a leadership position. People high in SDO were more likely to obtain leader positions than to obtain follower positions. No other effects were significant. Second, leaders high in SDO partnered with an agreeable (confederate) follower made decisions that were more unethical than those of leaders low in SDO. Third, followers high in RWA were more acquiescent to and supportive of an unethical (confederate) leader than were followers low in RWA. Fourth, high SDO leader-high RWA follower dyads made decisions that were more unethical than those made in role-reversed dyads because leaders had more influence. Implications of these results for conceptualizing SDO, RWA, and authoritarian dynamics are discussed.     

Cross-linguistic parallels in processing derivational morphology: Evidence from Polish

Neuroimaging evidence in English suggests that the neurocognitive processing of derivationally complex words primarily reflects their properties as whole forms. The current experiment provides a cross-linguistic examination of these proposals by investigating the processing of derivationally complex words in the rich morphological system of Polish. Within the framework of a dual language system approach, we asked whether there is evidence for decompositional processing of derivationally complex Polish stems – reflected in the activation of a linguistically specific decompositional system in the left hemisphere – or for increased competition between the derived stem and its embedded base stem in the bilateral system. The results showed activation in the bilateral system and no evidence for selective engagement of the left hemisphere decompositional system. This provides a cross-linguistic validation for the hypothesis that the neurocognitive processing of derived stems primarily reflects their properties as stored forms.     

Problem Drinking: A Problem for the Theory of Reasoned Action?1

The present study examined the sufficiency of the theory of reasoned action (TRA) to predict intention and behavior with respect to problem drinking, as well as the ability of the theory of planned behavior (TPB) to predict intention and behavior over and above the TRA. The role of perceived control in the TPB was also examined. A 12-year longitudinal study on alcohol and drug use attitudes and behavior provided the context for this investigation. Two criterion variables were examined: intention to get drunk and frequency of getting drunk. It was hypothesized that heavier drinkers would perceive less control over their drinking. Coincidentally, the TRA, which assumes the behavior being predicted is volitional, would become less predictive as drinking became heavier. Furthermore, the TPB, which extends the TRA to include perceived (volitional) control over the behavior would be more predictive of intention and behavior than the TRA. All three hypotheses were supported. In addition, perceived control proved to be differentially predictive for nonproblem and problem drinkers. Specifically, perceived control contributed to the prediction of intention to get drunk for nonproblem drinkers, but to the prediction of behavior (frequency of getting drunk) for problem drinkers. Implications of these results for theory development and application are discussed.     

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.     

How Television News Viewers Deal with Facts that Contradict Their Beliefs: A Consistency and Attribution Analysis1

This study was conducted to investigate the effect of a counterattitudinal news story on the perceived credibility of a television newscaster. In the basic 2 × 2 design, subjects, who were either pro-student or pro-police, viewed a newscast in which either students or police were blamed for initiating a violent confrontation. The results indicated that subjects, for whom the newscast's conclusion was counterattitudinal (as compared to those for whom the conclusion was consistent with initial student-police attitudes), rated the newscast as less objective, rated the newscaster as less credible and more intending to persuade, and attributed to the newscast and newscaster more extreme political positions consistent with the newscast's conclusions The implications of these results for the problem of newscaster credibility are discussed, as are the connections between the present results and previous research on communicator credibility.     

Remembering the message: the use of a reminder cue to increase condom use following a safer sex intervention.

Condom use interventions may be more powerful if they provide cues to recall safe-sex messages when sexual activity occurs. The authors tested this notion by assigning sexually active introductory psychology students (N = 196) to a standard safe-sex intervention, a safe-sex with reminder intervention, or a control (drinking and driving) intervention. Participants assigned to the reminder intervention were given a "friendship bracelet" to wear and were instructed to have the bracelet remind them of the intervention. In a follow-up session (5-7 weeks later), they were asked questions pertaining to condom use. Of the 125 participants who had engaged in sexual intercourse, condom use at last intercourse was higher in the bracelet condition (55%) than in the standard (27%) or control (36%) conditions. The authors also found that the bracelet remained effective, even when participants were under the influence of alcohol. These findings therefore imply that health intervention programs may be more efficacious if they include strategies such as reminder cues to increase the salience of health information in the appropriate contexts.