33 Post Decision Dissonance Brehm 1956 Results Choose product subjects

33 post decision dissonance brehm 1956 results choose

This preview shows page 33 - 45 out of 59 pages.

33 Post-Decision Dissonance Brehm (1956) Results “Choose-product” subjects increased evaluations of chosen product and decreased evaluations of unchosen product (‘spreading of alternatives’) “Just-given” subjects showed no spreading of alternatives (later ratings matched earlier)
Image of page 33
34 Post-Decision Dissonance: Brehm (1956) What is dissonant? I chose Product A. But, Product B has favorable qualities... Did I make the right choice? Solution: Reduce dissonance by (mentally) emphasizing A’s positive qualities, and minimizing B’s positive qualities.
Image of page 34
Examples Has this ever happened to you…? 35
Image of page 35
36 Plan “When prophecy fails” cognitive dissonance theory Laboratory demonstrations Psychology of inadequate justification Post-decisional spreading of alternatives Dissonance vs. self-perception Resolving dissonance: Restore consistency vs. self- affirmation.
Image of page 36
37 Dissonance vs. self-perception theory The original theory of cognitive dissonance: Dissonance is an arousing and aversive , and these factors are necessary for attitude change. Is this true? Or are all of these results due simply to self- perception ? Inferring your own attitude from your behavior.
Image of page 37
38 Is it arousal that causes attitude change? (Zanna & Cooper, 1974) Study outline Participants take part in a study investigating “the effects of drugs on memory”. Take drug (inert placebo). While “drugs take effect,” participants are asked to write a counter-attitudinal essay , on a topic almost all students known to disagree with (speaker ban on campus). Attitudes about topic of speech measured after writing the essay.
Image of page 38
39 Is it arousal that causes attitude change? (Zanna & Cooper, 1974) Independent variables Choice vs. no choice in writing counter-attitudinal essay “Side effect” information provided about the drug (actually a placebo): “Aroused” “Relaxed” “No side effects” Dependent variable: Attitudes regarding counter-attitudinal essay topic
Image of page 39
Is it arousal that causes attitude change? (Zanna & Cooper, 1974) Logic: 40
Image of page 40
41 Low Choice High Choice 0 2 4 6 8 10 12 14 16 Pro attitudes towards issue Assumption: On average, subjects’ attitudes known to be low to start with, so higher scores can be taken to reflect greater attitude change / greater dissonance This difference reflects the standard dissonance effect: More dissonance and attitude change when people have less of an “external” explanation for their behavior.
Image of page 41
42 Low Choice High Choice 0 2 4 6 8 10 12 14 16 Pro attitudes towards issue Assumption: On average, subjects’ attitudes known to be low to start with, so higher scores can be taken to reflect greater attitude change / greater dissonance
Image of page 42
43 Low Choice High Choice 0 2 4 6 8 10 12 Pro attitudes towards issue Assumption: On average, subjects’ attitudes known to be low to start with, so higher scores can be taken to reflect greater attitude change / greater dissonance
Image of page 43
44 Is it arousal that causes attitude change?
Image of page 44
Image of page 45

You've reached the end of your free preview.

Want to read all 59 pages?

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture