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ERIC Number: ED016253
Record Type: RIE
Publication Date: 1967-May-31
Pages: 79
Abstractor: N/A
Reference Count: 0
ISBN: N/A
ISSN: N/A
AN EXPERIMENTAL INVESTIGATION OF ATTITUDE CHANGE PROCEDURES SUGGESTED BY CONTRAST AND ASSIMILATION PHENOMENA. FINAL REPORT.
NORRIS, ELEANOR L.
TO INVESTIGATE WHETHER CHANGING A SCALE AGAINST WHICH SUBJECTS (SS) JUDGED ATTITUDINAL POSITIONS WOULD CHANGE THE SUBJECTS' ATTITUDES AS WELL, THREE STUDIES WERE CONDUCTED. SPECIFICALLY, TWO PROCEDURES SUGGESTED BY CONTRAST AND ASSIMILATION PHENOMENA FOR INCREASING THE LIKELIHOOD OF ASSIMILATION RATHER THAN CONTRAST, OF A DISCREPANT ATTITUDINAL POSITION, AND CONSEQUENT ATTITUDE CHANGE TOWARD THAT POSITION WERE EXAMINED. THE PROCEDURES WERE--(1) ENHANCE THE ASSIMILATION EFFECT BY PRESENTING A SERIES OF PERSUASIVE COMMUNICATIONS STARTING WITH AN ATTITUDINAL POSITION SIMILAR TO ONE'S OWN AND MOVING GRADUALLY TOWARD A HIGHLY DISCREPANT POSITION, AND (2) INCREASE THE LIKELIHOOD OF ASSIMILATION OF A MODERATELY DISCREPANT ATTITUDINAL POSITION BY PRESENTING IT IN CONTRAST TO AN EVEN MORE DISCREPANT POSITION. THE RESULTS OF THE STUDIES STRONGLY INDICATE THAT DIFFERENT JUDGMENTAL SCALES PROVIDED TO SS DO RESULT IN DIFFERENT EXPRESSIONS OF ATTITUDE BY SS. HOWEVER, THIS WAS NOT ATTRIBUTED TO THE PROCEDURES SUGGESTED BY ASSIMILATION AND CONTRAST PHENOMENA BECAUSE A BASIC CONDITION REQUIRED TO TEST THE PROCEDURES WAS NOT ACHIEVED IN THE STUDIES. THE RESULTS ARE EXAMINED IN TERMS OF PERSPECTIVE THEORY, AND THE IMPLICATIONS OF THE FINDINGS ARE DISCUSSED. (AUTHOR)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: American Institutes for Research in the Behavioral Sciences, Palo Alto, CA.
Identifiers: N/A