AVOIDANCE OF DISCREPANT INFORMATION PRIOR TO COMMITMENT

TESTED THE HYPOTHESIS THAT, PRIOR TO COMMITMENT, PEOPLE WHO ARE CERTAIN THAT AN ALTERNATIVE IS THE BEST WILL AVOID INFORMATION FAVORING A DIFFERENT ALTERNATIVE. THE AMOUNT OF TIME WHICH 32 COLLEGE MEN SPENT READING AN ADVERTISEMENT WAS MEASURED UNDER 2 CONDITIONS. IN THE CERTAIN-RELEVANT CONDITION, SS HAD BEEN TOLD THEY COULD CHOOSE BETWEEN THE PRODUCT ADVERTISED AND A PRODUCT THAT THEY HAD RANKED CONSIDERABLY HIGHER IN DESIRABILITY. IN THE CERTAIN-IRRELEVANT CONDITION, SS HAD BEEN TOLD THEY COULD CHOOSE BETWEEN A PRODUCT RANKED ABOUT EQUAL TO THE PRODUCT ADVERTISED AND A PRODUCT RANKED CONSIDERABLY HIGHER; THEY COULD NOT CHOOSE THE PRODUCT ADVERTISED. AS PREDICTED, THE TIME SPENT READING THE ADVERTISEMENT WAS SHORTER IN THE CERTAIN-RELEVANT CONDITION THAN IN THE CERTAIN-IRRELEVANT CONDITION. (PsycINFO Database Record (c) 2006 APA, all rights reserved). © 1968 American Psychological Association.