Long-term behavioral effects of cognitive dissonance

Abstract

The study was conducted to investigate whether or not the arousal of cognitive dissonance can produce long-term behavioral effects. Children were told not to play with a very desirable toy under high or low threat, and were left alone with the toy. Those who did not play with it were given a second opportunity to play with the toy several weeks later, with the original trreat removed. The prediction was that those subjects who had resisted temptation under mild threat would be less likely to play with the toy in this second session than would those who had resisted under severe threat. The results supported this prediction.