Justifying Attitude-Discrepant Behavior

When Doing Is Believing Imagine for a moment that you are a participant in the classic study by Leon Fest- inger and J. Merrill Carlsmith (1959). As soon as you arrive, you are greeted by an experimenter who says that he is interested in various measures of performance. Wondering what that means, you all too quickly find out. The experimenter hands you a wooden board containing 48 square pegs in square holes and asks you to turn each peg a quarter turn to the left, then a quarter turn back to the right, then back to the left, then back again to the right. The routine seems endless. After 30 minutes, the experimenter comes to your rescue. Or does he? Just when you think things are looking up, he hands you another board, another assignment. For the next half hour, you are to take 12 spools of thread off the board, put them back, take them off, and put them back again. By now, you’re just about ready to tear your hair out. As you think back over better times, even the first task begins to look good.

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