Self-presentational analysis of the effects of incentives on attitude change following counterattitudinal behavior

Hypothesized that when payment is introduced in a context that increases Ss' concerns about moral evaluation relevant to bribery, a direct relationship should occur between magnitude of payment and attitude change. If payment is introduced in a context that minimizes moral evaluation relevant to bribery, however, an inverse relationship should occur. Three experiments with 384 undergraduates provided support for these hypotheses. In addition, attitude change was enhanced when Ss thought they were presenting their accounts to an audience that had observed their actions. Finally, compared to observers, Ss who had received large payments attempted to redefine them to make them appear more legitimate. (46 ref) (PsycINFO Database Record (c) 2006 APA, all rights reserved). © 1980 American Psychological Association.

Duke Scholars

Author Mark R. Leary Psychology & Neuroscience