The Waffle Phenomenon: Negative Evaluations of Those Who Shift Attitudinally1

The past two presidential campaigns have been filed with charges that the Democratic nominee “changed his mind” on various issues. The present research explored the possibility that negative evaluations may be produced by attitude change per se. In the first experiment, subjects responded to a stranger whose attitudes remained stable or who changed his attitudes over a period of two months vs. one year. Individuals who changed their attitudes were generally evaluated more negatively than those whose attitudes remained stable; the amount of time over which the change occurred produced no effect. A second expcriment sought to determine if the direction of change (toward increased or decreased similarity with subjects) influenced evaluations of a stranger. Attitude change which resulted in decreased similarity was rated most negatively. Even when a stranger changed his attitudes in the direction of greater similarity with subjects, however, he was still regarded as less decisive, less reliable, and a worse leader than was an individual with stable attitudes. This negative evaluation of attitude change was labeled the “waffle phenomenon”, and the implications for political candidates were discussed.