An experiment was conducted across two cultures, Greek and American, to test the disposition of subjects toward cognitive consistency. It was hypothesized that the balance effect would depend on sex, culture, and task variables. In a 2 x 2 x 2 factorial design, the responses of male and female Greek and American subjects were assessed before and after the introduction of discrepant information. The subsequent balance scores showed significant differences between Greek and U.S. (Californian) subjects and between males and females in both cultures, differential across tasks. Some implications of the findings for consistency theory in general were discussed.
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