Cognitive consequences of forced compliance.

WHAT happens to a person's private opinion if he is forced to do or say something contrary to that opinion? Only recently has there been, any experimental work related to this question. Two studies reported by Janis and King (1954; 1956) clearly showed that, at least under some conditions, the private opinion changes so as to bring it into closer correspondence with the overt behavior the person was forced to perform. Specifically, they showed that if a person is forced to improvise a speech supporting a point of view with which he disagrees, his private opinion moves toward the position advocated in the speech. The observed opinion change is greater than for persons who only hear the speech or for persons who read a prepared speech with emphasis solely on elocution and manner of delivery. The authors of these two studies explain their results mainly in terms of mental rehearsal and thinking up new arguments. Inthisway, they propose, theperson who is forced to improvise a speech convinces himself. They present some evidence, which is not altogether conclusive, in support of this explanation. We will have more to say concerning this explanation in discussing the results of our experiment. Kelrnan (1953) tried to pursue the matter further. He reasoned that if the person is induced to make an overt statement contrary to his private opinion by the offer of some reward, then the greater the reward offered, the greater should be the subsequent opinion change. His data, however, did not support this idea. He found, rather, that a large reward produced less subsequent opinion change than did a smaller reward. Actually, this finding by Kelman is consistent with the theory we will outline below but, for a number of reasons, is