POSTDECISION DISSONANCE AT POST TIMEJournal of Personality and Social Psychology, Vol. 8, No. 4, Part 1. (April 1968), pp. 319-323.
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AbstractINVESTIGATED POSTDECISIONAL DISSONANCE REDUCTION PROCESSES FOLLOWING A COMMITMENT TO BET ON A HORSE IN THE NATURAL SETTING OF A RACE TRACK. IN EXP. 1, 69 $2 WIN BETTORS RATED THE CHANCE THAT THE HORSE THEY HAD SELECTED WOULD WIN THE FORTHCOMING RACE, AND 72 OTHER SS PROVIDED RATINGS IMMEDIATLEY AFTER MAKING A $2 WIN BET. ON A 7-POINT RATING SCALE PREBET SS GAVE A MEDIAN RATING OF 3.48, CORRESPONDING TO A "FAIR CHANCE OF WINNING"; POSTBET SS GAVE A MEDIAN RATING OF 4.81, CORRESPONDING TO A "GOOD CHANCE OF WINNING." THIS DIFFERENCE WAS SIGNIFICANT BEYOND THE .01 LEVEL. THE GENERAL FINDINGS WERE REPLICATED IN EXP. II IN WHICH HARNESS RACE PATRONS RATED HOW CONFIDENT THEY FELT ABOUT THEIR SELECTED HORSE JUST BEFORE OR JUST AFTER BETTING. RESULTS FROM BOTH STUDIES PROVIDE SUPPORT FOR FESTINGER'S THEORY IN A REAL LIFE SETTING AND INDICATE THAT DISSONANCE REDUCING PROCESSES MAY OCCUR RAPIDLY FOLLOWING COMMITMENT TO A DECISION. (PsycINFO Database Record (c) 2006 APA, all rights reserved)
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