Gita Johar

The Effects of Dissimulation on the Accessibility and Predictive Power of Weakly-Held Attitudes

Coauthor(s): Jaideep Sengupta.

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Abstract:
This research examines the effects of lying about one's attitudes (attitude dissimulation) on various strength-related consequences for weakly held attitudes. Dissimulation for weak attitudes could either produce a strengthening effect on the underlying attitude (if lying involves activation of the true attitude) or a weakening effect (if lying sets up a competing link to the false attitude). Results from three experiments using different dissimulation paradigms support the strengthening hypothesis. Lying about one's attitudes increases accessibility of the attitude, as well as its persistence and correspondence with behavior. These findings provide evidence for the far-ranging consequences of lying about one's attitudes. Other implications and opportunities for future research are discussed.

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