Do amnesics exhibit cognitive dissonance reduction? The role of explicit memory and attention in attitude change.

In two studies, we investigated the roles of explicit memory and attentional resources in the process of behavior-induced attitude change. Although most theories of attitude change (cognitive dissonance and self-perception theories) assume an important role for both mechanisms, we propose that behavior-induced attitude change can be a relatively automatic process that does not require explicit memory for, or consciously controlled processing of, the discrepancy between attitude and behavior. Using a free-choice paradigm, we found that both amnesics and normal participants under cognitive load showed as much attitude change as did control participants.