The Effect of Reference Groups, Opinion Polls, and Attitude Polarization on Attitude Formation and Change

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Abstract
This study examined the effect of reference group norms on individual attitudes when these norms were transmitted to the individual via the results of an opinion poll. It was hypothesized that the effect of reference group norms would be mediated by prior attitude polarization. In a sample of 180 introductory psychology students, subjects who received arbitrary opinion poll results supposedly reflecting the norms of a positive reference group significantly conformed to those norms when compared to a control group. Support for the mediational hypothesis was obtained in that subjects conformed to a significantly greater degree towards norms associated with prior nonpolarized attitudes than with prior polarized attitudes. Implications concerning the use of political opinion polls are discussed.

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