Polarization of Attitudes: Belief Inference From Consonant Behavior

Abstract

The present study investigated the conditions under which shifts to more extreme attitudes may result from attitude-consistent behavior. Subjects agreed to deliver arguments favoring stricter controls on water pollution (a consonant position) either to passersby on a street corner (Proselytizing Act) or to a tape recorder for research use (Tape Recording Act). Half the time a confederate agree to perform the same act (about a different issue) either because he believed in the issue (Belief-Relevant Cue) or because he wanted to help the study along (Belief-Irrelevant Cue). Subjects in the Proselytize-Belief Relevant condition adopted a more extreme attitude favoring controls on water pollution relative to subjects in the remaining conditions, consistent with our analysis.

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