| Abstract: | Hypothesized that dissonance arousal would increase the amount of drinking and that drinking, in turn, would reduce dissonance and subsequent attitude change in 3 studies with 133 college students over age 21. In Studies 1 and 2, Ss rated brands of an alcoholic beverage to measure the amount of drinking immediately after dissonance was aroused by having them write a counterattitudinal essay. Ss' attitudes were measured immediately after the drinking. Both studies found that although dissonance arousal had little effect on the amount of drinking, whatever drinking occurred was sufficient to eliminate dissonance-reducing attitude change. Study 2 established that these results occurred for light as well as heavy social drinkers. Studies 2 and 3 showed that neither water nor coffee drinking was sufficient to eliminate attitude change in this paradigm. The implications are that some forms of alcohol abuse may evolve through the reinforcement of drinking as a means of reducing dissonance, and that dissonance may be frequently reduced through behaviors that ameliorate the feelings of dissonance without involving cognitive change. (39 ref) (PsycINFO Database Record (c) 2010 APA, all rights reserved) |
