Abstract
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.
This is a preview of subscription content, log in via an institution to check access.
Similar content being viewed by others
References
Aronson, E. (1968). Dissonance theory: Progress and problems. In R. P. Abelson, E. Aronson, W. J. McGuire, T. M. Newcomb, M. J. Rosenberg, & P. H. Tannenbaum (Eds.),Theory of cognitive consistency: A sourcebook (pp. 5–27). Chicago: Rand McNally.
Aronson, E., & Mills, J. (1959). The effect of severity of initiation on liking for a group.Journal of Abnormal and Social Psychology, 59, 177–181.
Cooper, J., & Fazio, R. H. (1984). A new look at dissonance theory. In L. Berkowitz (Ed.),Advances in experimental social psychology (Vol. 17, pp. 229–266). Orlando, FL: Academic Press.
Festinger, L. (1957).A theory of cognitive dissonance. Stanford, CA: Stanford University Press.
Festinger, L., & Carlsmith, J. M. (1959). Cognitive consequences of forced compliance.Journal of Abnormal and Social Psychology, 58, 203–210.
Frey, D., Kumpf, M., Irle, M., & Gniech, G. (1984). Re-evaluation of decision alternatives dependent upon the reversibility of a decision and the passage of time.European Journal of Social Psychology, 14, 447–450.
Funder, D.C. (1982). On assessing social psychological theories through the study of individual differences: Template matching and force compliance.Journal of Personality and Social Psychology, 43, 100–110.
Gaes, G. G., Kalle, R. J., & Tedeschi, J. T. (1978). Impression management in the forced compliance situation: Two studies using the bogus pipeline.Journal of Experimental Social Psychology, 14, 493–510.
Goffman, E. (1959).The presentation of self in everyday life. New York: Doubleday.
Greenwald, A. G., & Ronis, D. L. (1978). Twenty years of cognitive dissonance: Case study of the evolution of a theory.Psychological Review, 85, 53–57.
Jones, E. E. (1964).Ingratiation. New York: Appleton-Century-Crofts.
Joule, R. V. (1986). Twenty-five on: Yet another version of cognitive dissonance theory?European Journal of Social Psychology, 16, 65–78.
Kelman, H. C., & Baron, R. M. (1974). Moral and hedonic dissonance: A functional analysis of the relationship between discrepant action and attitude change. In R. S. Himmelfarb & A. H. Eagly (Eds.),Readings in attitude change (pp. 558–575). New York: Wiley.
Kiesler, C. A, & Pallak, M. S. (1976). Arousal properties of dissonance manipulations.Psychological Bulletin, 83, 1014–1025.
Mead, G. H. (1934).Mind, self, and society. Chicago: University of Chicago Press.
Mosher, D. L. (1966). The development and multitrait-multimethod matrix analysis of three measures of three aspects of guilt.Journal of Consulting Psychology, 30, 32–38.
Riess, M., & Schlenker, B. R. (1977). Attitude change and responsibility avoidance as modes of dilemma resolution in forced compliance settings.Journal of Personality and Social Psychology, 35, 21–30.
Schlenker, B. R. (1980).Impression management. Monterey, CA: Brooks/Cole.
Schlenker, B. R. (1982). Translating actions into attitudes: An identity-analytic approach to the explanation of social conduct. In L. Berkowitz (Ed.),Advances in experimental social psychology (Vol. 15). New York: Academic Press.
Schlenker, B. R., Forsyth, D. R., Leary, M. R., & Miller, R. S. (1980). Self-presentational analysis of the effects of incentives on attitude change following counterattitudinal behavior.Journal of Personality and Social Psychology, 39, 553–557.
Scott, M. B., & Lyman, S. M. (1968). Accounts.American Sociological Review, 33, 46–62.
Steele, C. M. (1988). The psychology of self-affirmation: Sustaining the integrity of the self. In L. Berkowitz (Ed.),Advances in experimental social psychology (Vol. 21, pp. 261–302). San Diego, CA: Academic Press.
Tedeschi, J. T., & Lindskold, S. (1976).Social psychology. New York: Wiley.
Tedeschi, J. T., Schlenker, B. R., & Bonoma, T. V. (1971). Cognitive dissonance: Private ratiocination or public spectacle?American Psychologist, 26, 685–695.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
About this article
Cite this article
von der Gruen, W.O., Forsyth, D.R. Interpersonal determinants of attitude change following counterattitudinal behavior. Current Psychology 15, 147–156 (1996). https://doi.org/10.1007/BF02686947
Accepted:
Issue Date:
DOI: https://doi.org/10.1007/BF02686947