Abstracts Category : Other

The effects of attitude and commitment on retention

by James M George

The literature pertaining to the effects of attitude on the learning and retention of controversial information was reviewed, and other variables which were thought to interact with attitude in its effect on memory were examined. No firm conclusions could be drawn because of the inconsistent results in past studies. The variable of commitment was singled out as a likely candidate for further study because of its possible crucial role in determining whether subjects would be open-minded in processing new information or whether they would react defensively to inconsistent material. Using Kiesler's (1971) work as a point of departure, it was hypothesized that the higher the subject's degree of commitment to a stand, the more difficult it would be for him to retain inconsistent information as compared to consistent material. Furthermore, it was expected that this effect would grow in strength as the retention interval increased in length. A final hypothesis predicted a positive correlation between the amount of inconsistent material retained and the degree of attitude change toward the position advocated in a counter -attitudinal speech. An attempt was made to develop new ways of examining more than just the quantity of a subject's recall. Accordingly, objective measures were developed of the types and amount of distortion present in recall and of the importance of the ideas recalled. The experimental design involved variation of three factors; degree of commitment (three levels), consistency of information with the subject's own position (two levels), and time of recall (two levels). Subjects were recruited from the Duke University subject pool, and a total of 120 subjects (10 per condition x 12 conditions) were used in the final analysis. Only subjects who indicated a stand definitely for or against capital punishment in a survey prior to the experiment were recruited. Commitment was manipulated by varying the public nature of a speech which subjects thought they would have to tape-record. Subjects in both the high and low commitment condition were given their choice of reading a speech either supporting or opposing capital punishment. Any subject who did not pick the side corresponding to his pre -measured attitude was dropped from the experiment. High commitment subjects thought that the tape recording would be made public and they would be identified as the speaker, while low commitment subjects thought that they would remain anonymous. A control condition, or no commitment condition, was created by offering some subjects the choice of reading one of two speeches unrelated to capital punishment. All subjects heard a speech either for or against capital punishment which was either consistent or inconsistent with their own beliefs on the issue ^ Half the subjects were tested for recall immediately after hearing the speech, and the other half were tested only after a delay of one week. Measures were also taken of subjects' recall ability, the degree of commitment they felt, and their attitude change. TheAdvisors/Committee Members: Norman Guttman, Supervisor (advisor).