Elastic shifts of opinion: Determinants of direction and durability.

In a pair of studies, subjects were found to shift their positions on an issue while they were expecting to engage an opponent in a discussion of that issue. As predicted, it was possible to influence the size and direction of these anticipatory by manipulating the personal relevance of the discussion topic and the timing of the discussion onset. It was also possible to nullify the by canceling the expectation of discussion. The results were taken to support a general formulation of anticipator}' as strategic responses to immediate situational pressures rather than genuine changes in attitude. Additionally, it was found that the durability of anticipatory was associated with the tendency to engage in cognitive activity supportive of the change. The possibility is discussed that most change studies have not involved attitude but rather the elastic shifts obtained in the present experiments.