Research on post-decisional changes in beliefs has been criticized for its inconsistent and sometimes inappropriate choice of dependent measures (Fishbein & Ajzen, 1975). An experiment was conducted utilizing Fishbein's (1963) operationalization of beliefs; in accord with dissonance theory, subjects who were committed to one of two choice alternatives reported more positive beliefs about the chosen alternative and more negative beliefs about the nonchosen alternative than did subjects not yet committed.
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