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Personality and Social Psychology Bulletin, Vol. 5, No. 2, 177-181 (1979)
DOI: 10.1177/014616727900500210

Changes in Evaluative Beliefs as a Function of Behavioral Commitment

Mark H. Davis

The University of Texas at Austin

Research on post-decisional changes in beliefs has been criticized for its inconsistent and sometimes inappropriate choice of dependent measures (Fishbein & Ajzen, 1975). An experiment was conducted utilizing Fishbein's (1963) operationalization of beliefs; in accord with dissonance theory, subjects who were committed to one of two choice alternatives reported more positive beliefs about the chosen alternative and more negative beliefs about the nonchosen alternative than did subjects not yet committed.


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