Abstract
Ninety-six subjects were induced to taste unpleasant liquids under conditions of either high or low external justification. In the context of a subsequent interview, subjects rated the task, themselves, and the experimenter for an interviewer who purportedly made positive, negative, or no comments about the task. Subjects rated the liquids as tastier under low- rather than high-justification conditions, thus rationalizing their decision. Also, female subjects under low-justification conditions conformed to the positive comment made by the interviewer by rating the task and the experimenter more favorably. The results support the contention that the social context of dissonance-type experiments is important in understanding attitude chancge.
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