An experiment was conducted to test the hypothesis that persons who undergo an unpleasant initiation to become members of a group increase their liking for the group; that is, they find the group more attractive than do persons who become members without going through a severe initiation. This hypothesis was derived from Festinger’s theory of cognitive dissonance.
College women who volunteered to participate in discussion groups were randomly assigned to one of three experimental conditions: A Severe initiation condition, a Mild initiation condition, and a Control condition. In the Severe condition, subjects were required to read some embarrassing material before joining the group; in the Mild condition the material they read in order to join the group was not very embarrassing; in the Control condition, subjects were not required to read any material before becoming group members.
Each subject listened to a recording that appeared to be an ongoing discussion being conducted by the group which she had just joined. Afterwards, subjects filled out a questionnaire evaluating the discussion and the participants. The results clearly verified the hypothesis. Subjects who underwent a severe initiation perceived the group is being significantly more attractive than did those who underwent a mild initiation or no initiation. There was no appreciable difference between ratings by subjects who underwent a Mild initiation and those by subjects who underwent no initiation.
Source: “THE EFFECT OF SEVERITY OF INITIATION ON LIKING FOR A GROUP”
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