Subject Population, Thought Modality, and Cognitive Dissonance

Abstract

Research on cognitive dissonance has fallen into several traditions. One, stimulated by Festinger and Carlsmith (1959), exposes subjects to experiences of induced compliance. A second, reflecting Brehm (1956), requires subjects to choose among alternative courses of action. It is argued that choice-among-alternatives experiments reflect only inconsistent preferences, whereas induced-compliance experiments involve normative elements, and that we should not expect these two traditions to generalize equally to all populations. Our hypotheses were tested with two subject populations: university undergraduates and older church members (the latter chosen for greater sensitivity to norms). Results confirmed that older church members were more likely to resolve dissonance when subjected to an induced-compliance design but indicated that the members were only minimally affected by a choice-among-alternatives design. Result are discussed for their theoretical and practical implications.