This study contrasts the consistency, the self-concept, and the new look formulations of cognitive dissonance. Individuals varying in self-concept positivity engaged in either consistent or inconsistent behavior that produced either positive or negative consequences. Individuals with extremely positive self-concepts experienced more dissonance when their inconsistent behavior resulted in positive rather than negative consequences. Individuals with mildly positive self-concepts experienced equally intense dissonance following positive consequences of both inconsistent and consistent behavior Dissonance-reducing activities appeared to be aimed at verification of the initial beliefs about the self;
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