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.     

Attention and cognition

Forty 4-year-old children were subjects in an experimental designed to determine whether learning to attend to relevant cues is a sufficient condition for acquisition of length and number conservation. Three groups of non-conservers were trained by means of an oddity-problem procedure to attend to the cues specifying either length, number, or both length and number. They were subsequently tested along with an untrained control group on tasks of length, number, mass and continuous quantity conservation. Some improvement in conservation was found, but it was neither impressive in magnitude nor specific to the cues of training. For example, the group trained to attend to length cues conserved length about 25% of the time, the same rate at which this group also conserved number, mass, and liquid quantity. This non-specificity is contrary to an attention hypothesis and suggests instead that training, to the extent it was effective, induced a general, abstract quantitative knowledge.     

The effects of television on children's stereotyping of women's work roles

Sixty-seven elementary school students, ages 5 through 10 years, from three ethnic groups were systematically exposed, over a 1-month period, to specially produced television commercials. One treatment group viewed prevideotaped cartoons interspersed with commercials of women in “traditional” roles, while a second group viewed the same cartoons but with commercials which portrayed women in traditionally male or “reversed” roles. Children were measured on pre-and post-tests on (1) their occupational knowledge, (2) the extent to which they stereotyped occupations, and (3) their own preferences for traditionally male and female jobs. Results indicate that children do learn about occupations from television content, that they also learn to stereotype or nonstereotype various occupations based on the sex of the TV model, and, finally, that girls will change their preferences for various occupations based on the particular roles they view women portrayed in.     

The fit between Strong-Campbell Interest Inventory General Occupational Themes and Holland's hexagonal model

Using a multidimensional scaling procedure, the present study examined the fit of Holland's RIASEC hexagon model to the internal relationships among the Strong-Campbell Interest Inventory (SCII) General Occupational Theme scales. SCII intercorrelation matrices for both sexes as reported in the SCII Manual were submitted, separately for each sex, to TORSCA 9 nonmetric scaling analysis. The Wakefield and Doughtie procedure was used to compare obtained TORSCA coordinates with expectations from Holland's hexagonal model. As a comparison, identical analyses were performed on Vocational Preference Inventory (VPI) scale intercorrelation matrices, these data having originally served as the basis for advancing the utility of the hexagon model. For females, the SCII-hexagon fit was not good, with a near reversal of the Social and Enterprising scales. For males, the SCII-hexagon fit was good. For either SCII or VPI scales, the female data met expectations from Holland's model less often than the male data. A replication study on SCII data for 305 female clients of a vocational assessment clinic confirmed the previously observed sex differences. Sex differences in the structure of vocational preferences are discussed.