Benefiting From Disagreement: Counterarguing Reduces Prechoice Bias in Information Evaluation
Journal of Consumer Psychology · 2018 · Volume 28 · Issue 1
Abstract
Confirmatory information processing (i.e., information distortion) is a robust phenomenon with no known mitigation. This research proposes that information distortion might be mitigated by disrupting its driver, namely, the need for cognitive consistency. Priming a counterarguing mindset should induce people to refute their emerging preferences, thereby disrupting the operation of cognitive consistency. Five studies confirm this prediction. Study 1 demonstrates that priming a counterarguing mindset decreases information distortion. Studies 2 and 3 replicate Study 1 and further show that the influence of a head start on choice diminishes when counterarguing is primed. Study 4 shows that priming counterarguing inhibits consistency-related concepts. Finally, Study 5 demonstrates that counterarguing not only reduces distortion but also yields reduced commitment to the preferred alternative.
Keywords
Information distortion, Cognitive consistency, Biases, Mindset, Counterarguing
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