THE POWER OF DISSONANCE TECHNIQUES
In: Public opinion quarterly: journal of the American Association for Public Opinion Research, Band 25, Heft 4, S. 626-639
ISSN: 0033-362X
3 exp's were performed on Army reservists (N = 241) to develop & test methods for changing consumer food att's. Primary emphasis was on the use of cognitive dissonance, a method whereby S's are induced by a positive or negative reward to engage in behavior contrary to their current att's. The discrepancy between their att's & their inconsistent behavior produces a conflict, which under the proper conditions will theoretically produce a change in their att. In the first experiment large changes in attitude toward the use of grasshoppers as a food were produced in a cognitive dissonance condition in which S's were induced to eat grasshoppers by means of a monetary reward. As predicted from dissonance theory, the greatest attitude change was produced by the most negatively perceived communicator. The use of a no influence attempt technique in conjunction with a rationale also produced attitude change. In the 2nd exp, using 'irradiated' meat, the no influence attempt technique was found to be effective without a rationale, but to be more powerful when used with a rationale. In the 3rd exp, signif changes in att's toward instant coffee were produced by another dissonance technique, but an attempt to extend the range of the powerful cognitive dissonance technique was not successful. AA.