Testing the action-based model of cognitive dissonance: The effect of action orientation on postdecisional attitudes

Two experiments were designed to test the prediction, derived from the action-based model of cognitive dissonance, that facilitation of an action-oriented mindset would increase cognitive discrepancy reduction. In Experiment 1, following an easy or difficult decision, a manipulated action-oriented mindset (thinking about implementing the decision) caused persons who made a difficult decision to change their evaluations of the decision alternatives in favor of the decision (spreading of alternatives) more than other participants. Experiment 2 conceptually replicated the effects of Experiment 1, even when an action orientation was induced by having persons write about implementing a different decision. Discussion focuses on the implications of these findings.