Performance changes in human conditioning as a function of shifts in the magnitude of attitudinal reinforcement

were more attracted to this agreeing other person. These results clearly supported the hypothesis of Clore & Baldridge (1968) that agreement on high-interest items is analogous to a large magnitude of reinforcement, and that agreement on low-interest items is analogous to a smaller magnitude of reinforcement. The present study is an extension of JOHN P. LOMBARDO and GARY D. TATOR the between-group conditioning State University of New York, College at Cortland, Cortland, N.Y. 13045 experiments of Lombardo, Libkuman, and & Weiss (1971) and Lombardo, Weiss, ROBERT FRANK WEISS & Buchanan (1972) to a within-Ss University of Oklahoma, Norman, Okla. 73069 design. The within-Ss design was Ss (N = 40) performed an instrumental response and were given either a large employed as a more sensitive test of magnitude of reinforcement (agreement on high-interest items) or a sm all the hypothesis that attitude similarity magnitude of reinforcement (agreement on low-interest items). Preshift response can act as a more traditional speeds indicated that agreement on high-interest items led to significantly faster reinforcer, and that manipulating responding (p < .05). Half of the Ss in each group were shifted to the opposite agreement on items of different reward magnitude. Ss switched to the opposite reward magnitude showed the interest (high and low interest) to Ss is appropriate increase (p < .025) and decrease in response speeds (p < .01). The analogous to manipulating magnitude results were interpreted as additional support for the reinforcement theory of of reinforcement. In the present experiment, Ss were switched from attraction. agreement on high-interest attitudinal The reinforcement theory of shown by Weiss, Lombardo, Warren, & items (Iarge magnitude of attraction (Byme, 1969) states that Kelley (1971). Using a discrete-trials reinforcement) to agreement on attitudinal statements that express instrumental conditioning paradigm, low-interest (smali magnitude of views similar or dissimilar to those of they found that their learning curves reinforcement) attitudinal items or an individual constitute, respectively, were isomorphie with those usually from agreement on low-interest to reinforcing and punishing stimuli for found in instrumental escape high-interest items. hirn. This central hypothesis of conditioning rather than in reward Because the results of Weiss, Byme's theory has received ample conditioning. Lombardo, Warren, & Kelley (1971) support in both discrimination Within the framework of the clearly indicated the noxious nature of learning studies (e.g., Byme, Griffitt, reinforcement theory of attraction, effectance drive, the present study is & Clore, 1968) and from discrete-trials several analogs of magnitude of modeled on escape-conditioning studies of instrumental conditioning reinforcement have been studied. studies of magnitude shift (e.g., (Lamberth, 1971; Lombardo, Weiss, & These analogs include: item interest Bower, Fowler, & Trapold, 1959; Buchanan, 1972). In both types of (Clore & Baldridge, 1968; Lombardo, Wood, 1967; Woods & Steiner, 1970). experiments, agreeing and disagreeing Weiss, & Buchanan, 1972); personal For Ss in the present experiment, attitudinal statements were effective in evaluation vs impersonal opinions reinforcement was listening to another altering response probabilities, (Byme & Rhamey, 1965; Lamberth & person agree on high- or low-interest indicating that attraction stimuli are Craig, 1970); type of agreement items and was contingent upon an analogous to more traditional (Lombardo, Libkuman, & Weiss, instrumental response (pressing a reinforcers. 1971); and amount of information toggle switch). The reinforcement theory of given to an S (Lombardo, Weiss, & Based upon the assumption that the attraction (Byme, 1969) further states Stich, 1971). Several studies have present experiment is analogous to that disagreement arouses a noxious shown that these variables not only discrete-trials instrumental-escape drive (effectance drive), while lead to differences in attraction but, conditioning studies, it was attitudinal agreement reduces drive or when employed in a discrete-trials hy pothesized that: (1) preshift prevents arousal of the noxious instrumental conditioning paradigm, response speeds would be an increasing effectance drive. This second lead to significant between-group function of the type of agreement assumption of Byme's theory has also differences in response speeds. This (high vs low interest), with the received support. The results of a direct relationship between attitudinal high-interest/agree group (large study by Lombardo, Libkuman, & re i n forcement in a discrete-trials magnitude of reinforcement) Weiss (1971) clearly supported the instrumental conditioning task and responding faster than the low-interest disagreemen t-drive hypo thesis of attraction was clearly established in a group (small magnitude of arousal. In their experiment, series of experiments by Lombardo, rf'inforcement); (2) Ss switched from Lombardo, Libkuman, and Weiss used Libkuman, & Weiss (1971) and agreement on high-interest items to competitive and noncompetitive Lombardo, Weiss, & Buchanan (1972). low-interest items would show the paired-associates lists to measure drive In their experiments, Ss had to characteristic downward shift in effects. Their findings indicated that perform an instrumental response response speeds, and that Ss switched disagreement possesses general drive (throw a toggle switch) to listen to from agreement on low-interest items properties (D) in that disagreement another person agree with them on to agreement on high-interest items interacted with task complexity, items of either high or Iow interest to would show the appropriate increase facilitating performance when the the Ss. The results of these studies in response speeds. correct responses were dominant indicated that Ss reinforced (agreed METHOD (noncompetitive list) and impeded with) on high-interest items responded The Ss were 40 male volunteer performance when incorrect responses faster than Ss agreed with on undergraduate introductory were dominant (competitive list). In a low-interest items (between group psychology students. Early in the series of four experiments, the noxious differences in conditioning) and that semester, a 50-item attitude nature of effectance drive was clearIy Ss in the high-interest/agree group questionnaire was administered to all Performance changes in human conditioning as a function of shifts in the magnitude of attitudinal reinforcement Psychon. Sei., 1972, Vol. 28 (4) 215 in t roductory psychology students. opinion by moving the opinion-change After completing the questionnaire, all dial. The deception was used to mask students were asked to rank-order the the learning task so that the 10 items in which they were most conditioning process would not be interested and the 10 items in which overridden by the Ss' normal use of they were (...truncated)