Opinion change in the advocate as a function of the persuasibility of his audience: a clarification of the meaning of dissonance.

Abstract : Subjects were enticed to make a video recording of a strongly counterattitudinal statement (favoring legalization of marijuana); one-half of the subjects were paid $.50 and one-half were paid $5 for their counterattitudinal behavior. The subjects were told that their video tape would be used to attempt to change the attitudes of (a) a group opposed to the legalization of marijuana, (b) a group in favor of the legalization of marijuana, or (c) a group with no opinion on the issue. As predicted, a significant dissonance effect (more attitude change for low financial incentive) was found when the audience was not committed on the issue. The results were interpreted as supporting a view that dissonance is aroused as a function of discrepancy between self-concept and the consequences of behavior. (Author)