Self-attribution of attitude as a function of belief feedback

Previous research has found that subjects listening to a communication can be persuaded more when they receive false physiological feedback concerning their emotional state than when such feedback is not presented. Such results, in conjunction with Bem's (1972) postulate that subjects infer their attitude from the external circumstances of their behavior, suggested that false feedback of belief or disbelief would affect persuasion. Subjects listened to a speech while observing their (false) reactions on a "belief meter." Half of the subjects received strong positive belief feedback, and the other half received strong disbelief feedback. Demand characteristics were varied by telling half of the subjects in each group that the meter was highly reliable and valid and the other half that is was of questionable validity. Results showed that the meter feedback affected self-attributions of attitude. Subjects receiving disbelief feedback rated their attitude the same as a control group who merely completed the attitude scale. Subjects receiving belief feedback were persuaded more than a control group receiving only the communication. The implications of the data for the construct of attitude were discussed.