Avoiding and seeking self-focused attention

Abstract

Male and female undergraduates read aloud statements about women which were either attitudinally consistent, discrepant, or neutral relative to their attitudes toward women. Following this, they were given the opportunity to choose to wait in front of a mirror or a nonreflecting wall. Subjects engaging in attitudinally discrepant behavior avoided self-focusing stimuli; those engaging in attitudinally consistent behavior sought contact with self-focusing stimuli. Intermediate tendencies to seek or avoid self-focused stimuli were demonstrated by subjects reading attitudinally neutral material. The theory of objective self-awareness was extended by demonstrating that self-focusing stimuli are not just avoided in response to negative discrepancies, but are sought out in response to attitude-behavior consistencies.