Methods for Changing Consumer Attitudes. A Report of Three Experiments
Abstract
Three experiments were performed to develop and test methods for changing consumer food attitudes. Primary emphasis was on the use of cognitive dissonance. This is a method whereby subjects are induced, by a positive or negative reward, to engage in behavior, e. g. eating a disliked food, which is contrary to their current attitudes. The discrepancy between their attitudes and their inconsistent behavior produces a conflict which, under the proper conditions will, theoretically, produce a change in their attitude. In the first experiment, large changes in attitude towards the use of grasshoppers as a food were produced by a cognitive dissonance technique. The use of a no influence attempt technique in conjunction with a rationale also produced attitude change. In the second experiment, using "irradiated" meat, the no influence attempt technique was found to be effective without a rationale, but to be more powerful when used with a rationale. In the third experiment, significant changes in attitudes towards instant coffee were produced, but an attempt to extend the range of the powerful cognitive dissonance technique was not successful.
Document Details
- Document Type
- Technical Report
- Publication Date
- Feb 01, 1961
- Accession Number
- AD0267286
Entities
People
- Ewart E. Smith