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An experimental design was used to examine the effect which previous polling information about candidate preference had upon subsequent polling responses. Subjects were given one of three types of information (Carter commanding a lead, Reagan commanding a lead, no information about current poll results) at two different points in time. This yielded nine information conditions. The data clearly demonstrate that both strength of attitude and candidate preference are influenced by knowledge of previous polling results. The patterns of both shift in attitude and switching candidate preference are explained in terms of an oppositional reactivity hypothesis.
Ceci et al. (1982) studied this question.