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Role Enactment, Audience Feedback, and Attitude Change

Theodore R. Sarbin and Vernon L. Allen
Sociometry
Vol. 27, No. 2 (Jun., 1964), pp. 183-193
DOI: 10.2307/2785715
Stable URL: http://www.jstor.org/stable/2785715
Page Count: 11
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Role Enactment, Audience Feedback, and Attitude Change
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Abstract

The effect on attitude change of positive and negative social reinforcement was examined. Subjects spoke to a small audience of peers, advocating a position contrary to their privately expressed views. In each condition, subjects were selected to have either high or low need for social reinforcement. One control sample received the same instructions as the experimental subjects, but did not publicly take a position; a second control sample merely filled out the attitude scales twice. The experimental samples showed more attitude change toward the position advocated than the control samples. Negative reinforcement produced a slightly greater increase in attitude change than positive reinforcement.

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