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Testing the Action-Based Model of Cognitive Dissonance: The Effect of Action Orientation on Postdecisional Attitudes

University of Wisconsin-Madison, eharmonj{at}facstaff.wisc.edu

Cindy Harmon-Jones

University of Wisconsin-Madison

Two experiments were designed to test the prediction, derived from the action-based model of cognitive dissonance, that facilitation of an action-oriented mindset would increase cognitive discrepancy reduction. In Experiment 1, following an easy or difficult decision, a manipulated action-oriented mindset (thinking about implementing the decision) caused persons who made a difficult decision to change their evaluations of the decision alternatives in favor of the decision (spreading of alternatives) more than other participants. Experiment 2 conceptually replicated the effects of Experiment 1, even when an action orientation was induced by having persons write about implementing a different decision. Discussion focuses on the implications of these findings.

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