The Effect of Commitment on Relative Left Frontal Cortical Activity: Tests of the Action-Based Model of Dissonance

Abstract

The action-based model of dissonance and recent advances in neuroscience suggest that commitment to action should cause greater relative left frontal cortical activity. Two experiments were conducted in which electroencephalographic activity was recorded following commitment to action, operationalized with a perceived choice manipulation. Perceived high as compared to low choice to engage in the action, regardless of whether it was counterattitudinal or proattitudinal, caused greater relative left frontal cortical activity. Moreover, perceived high as compared to low choice caused attitudes to be more consistent with the action. These results broaden the theoretical reach of the action-based model by suggesting that similar neural and motivational processes are involved in attitudinal responses to counterattitudinal and proattitudinal commitments.