The effect of reversibility of choice on attitude change in cognitive dissonance: Free choice paradigm

The present study’s aim was to examine the effect of reversibility of choice on attitude change in "free choice paradigm" of cognitive dissonance theory (Festinger, 1957). Method was a quasi-experimental study conducted in a between-subject pretest- posttest with control group design. In accordance with Delavar’s (2016) suggestion, in order to place 15 participants in each group, sixty students (from among 650) at the Faculty of Psychology of Shahid Beheshti University in the academic year 2014-2015 were selected. These were then divided into groups of easy (N=30) and difficult (N=30) choice which were divided into groups of reversible (N=15) and irreversible (N=15) choice. Groups were matched on age and gender. They were given eight psychological tests that were selected based on the degree of complexity to evaluate them before and after choice. Reversible group could change their choice after they made it. Attitude change was assessed using a researcher-made questionnaire, which was used at pretest and posttest. After removing six subjects because of incomplete questionnaires, data for 54 subjects was analyzed using ANOVA. Analysis showed that in difficult choices groups, the attitude of irreversible choice group was significantly more positive about the selected choice compared to the attitude reported by the reversible group. (F= 29.48, P= 0.001). These results support the idea that positive attitude change in free choice paradigm only occurs in irreversible situations. Therefore, it is better for sellers and service providers not to facilitate replacement very much.