Self-esteem differences in the effects of hypocrisy induction on behavioral intentions in the health domain.

Two studies investigated whether individuals with varying levels of self-esteem respond differently in the hypocrisy paradigm. In the first study, all participants were regular smokers. Those in the hypocrisy condition delivered a speech in front of a camera on the dangers of smoking. The principal dependent measure was the intention to stop smoking. In the second study, participants in the hypocrisy condition wrote a public (personally identifiable) passage about the importance of a healthy lifestyle. The principal dependent measure was the intention to improve one's health behaviors. In both studies, self-esteem scores were positively related to intentions to change behavior in the hypocrisy condition but not in a control condition. The implications of these findings for conceptions of self-esteem and for dissonance theory are discussed.

Relative versus absolute measures of explicit attitudes: Implications for predicting diverse attitude-relevant criteria.

The authors report 4 studies exploring a self-report strategy for measuring explicit attitudes that uses "relative" ratings, in which respondents indicate how favorable or unfavorable they are compared with other people. Results consistently showed that attitudes measured with relative scales predicted relevant criterion variables (self-report of behavior, measures of knowledge, peer ratings of attitudes, peer ratings of behavior) better than did attitudes measured with more traditional "absolute" scales. The obtained pattern of differences in prediction by relative versus absolute measures of attitudes did not appear to be attributable to differential variability, social desirability effects, the clarity of scale-point meanings, the number of scale points, or overlap with subjective norms. The final study indicated that relative measures induce respondents to consider social comparison information and behavioral information when making their responses more than do absolute measures, which may explain the higher correlations between relative measures of attitudes and relevant criteria.