Position Reversal: Isolating the Key Factor in Assimilation and Contrast

Abstract

We examined the effects of placing perceived distance and perceived similarity, the two critical aspects of assimilation and contrast, in conflict. In a two-phase experiment, 115 subjects twice indicated their position on imposing the death penalty on convicted rapists. In Phase 2, they indicated their view after hearing a position moderately opposed to their own and a position extremely supportive of their own. A change in position was indicated by a difference in subjects' Phase 1 and Phase 2 scores. The hypothesis that subjects who originally held moderate positions would forsake these positions and assimilate a position moderately opposed to their own in Phase 2 was confirmed, suggesting that perceived distance is more important than perceived difference for those with moderate views. In addition, the movement of more extreme groups was found to regress toward moderation.