questions, the experimenters slipped in the question they really wanted the answer to. It was, "What do you feel would be an appropriate dollar amount for undergraduate tuition per year."

Apparently those whose heads were kept still were not affected by the editorial. The average tuition that they suggested as appropriate was $582. This was within $5 of the existing tuition charge.

However, those who shook t

We think we have rational opinions about things. Many of us imagine that evidence and logic rules our thinking. We may even feel we are immune to the persuasion techniques of politicians, sales people and others.

What is the the truth? Most of our opinions are created from a variety of unidentified forces, and we then defend them after the fact, with "reasoning," which is really just rationalization. Consider the following research example. It shows how unaware we are of the influences that shape our "thinking."

Not So Rational Opinions

In the journal "Basic And Applied Social Psychology," back in 1980, Gary Wells and Richard E. Petty coauthored a little known paper, titled "The Effects Of Overt Head Movement On Persuasion." It reported on a study done with a large group of university students.

Students were told they were taking part in a study to test the quality of headphones for an electronics maker. They were told that the company wanted to test how well the headphones worked when the body was moving. All students who participated listened to the same songs, followed by the same radio editorial arguing that basic tuition at the college should be raised from $587 to $750.

Participants were divided into three groups. Group one was told to keep nodding their heads up and down during the entire time of the test. Group two was instructed to shake their heads back and forth. Group three was the control group, and these students were told to just keep their heads motionless.

After completing the test, the students were questioned about the quality of the songs, and how well the headphones functioned. Then, at the end of the other questions, the experimenters slipped in the question they really wanted the answer to. It was, "What do you feel would be an appropriate dollar amount for undergraduate tuition per year."

Apparently those whose heads were kept still were not affected by the editorial. The average tuition that they suggested as appropriate was $582. This was within $5 of the existing tuition charge.

However, those who shook th

ollowing research example. It shows how unaware we are of the influences that shape our "thinking."

Not So Rational Opinions

In the journal "Basic And Applied Social Psychology," back in 1980, Gary Wells and Richard E. Petty coauthored a little known paper, titled "The Effects Of Overt Head Movement On Persuasion." It reported on a study done with a large group of university students.

Students were told they were taking part in a study to test the quality of headphones for an electronics maker. They were told that the company wanted to test how well the headphones worked when the body was moving. All students who participated listened to the same songs, followed by the same radio editorial arguing that basic tuition at the college should be raised from $587 to $750.

Participants were divided into three groups. Group one was told to keep nodding their heads up and down during the entire time of the test. Group two was instructed to shake their heads back and forth. Group three was the control group, and these students were told to just keep their heads motionless.

After completing the test, the students were questioned about the quality of the songs, and how well the headphones functioned. Then, at the end of the other questions, the experimenters slipped in the question they really wanted the answer to. It was, "What do you feel would be an appropriate dollar amount for undergraduate tuition per year."

Apparently those whose heads were kept still were not affected by the editorial. The average tuition that they suggested as appropriate was $582. This was within $5 of the existing tuition charge.

However, those who shook t

e told they were taking part in a study to test the quality of headphones for an electronics maker. They were told that the company wanted to test how well the headphones worked when the body was moving. All students who participated listened to the same songs, followed by the same radio editorial arguing that basic tuition at the college should be raised from $587 to $750.

Participants were divided into three groups. Group one was told to keep nodding their heads up and down during the entire time of the test. Group two was instructed to shake their heads back and forth. Group three was the control group, and these students were told to just keep their heads motionless.

After completing the test, the students were questioned about the quality of the songs, and how well the headphones functioned. Then, at the end of the other questions, the experimenters slipped in the question they really wanted the answer to. It was, "What do you feel would be an appropriate dollar amount for undergraduate tuition per year."

Apparently those whose heads were kept still were not affected by the editorial. The average tuition that they suggested as appropriate was $582. This was within $5 of the existing tuition charge.

However, those who shook t

ps. Group one was told to keep nodding their heads up and down during the entire time of the test. Group two was instructed to shake their heads back and forth. Group three was the control group, and these students were told to just keep their heads motionless.

After completing the test, the students were questioned about the quality of the songs, and how well the headphones functioned. Then, at the end of the other questions, the experimenters slipped in the question they really wanted the answer to. It was, "What do you feel would be an appropriate dollar amount for undergraduate tuition per year."

Apparently those whose heads were kept still were not affected by the editorial. The average tuition that they suggested as appropriate was $582. This was within $5 of the existing tuition charge.

However, those who shook t

questions, the experimenters slipped in the question they really wanted the answer to. It was, "What do you feel would be an appropriate dollar amount for undergraduate tuition per year."

Apparently those whose heads were kept still were not affected by the editorial. The average tuition that they suggested as appropriate was $582. This was within $5 of the existing tuition charge.

However, those who shook their heads from side to side were found to strongly disagree with the tuition hike. Their average "appropriate" tuition was $467 per year - almost 20% lower than the first group. They thought they were simply testing the headphones, but the process of shaking their heads from side to side - as though saying "no" - affected their opinion quite a bit.

Those who were nodding their heads up and down, as though saying "yes," were also very persuaded by the editorial. Though it would cost them personally, they suggested, on average, that the tuition should be raised to $646 per year.

Now, if the simple act of moving one's head up and down (or side to side) can be so influential in the opinions we have, what else is affecting our thinking? Many things - all good subjects for future research. But even from this simple example, you can start to see that completely rational opinions may be less of a reality and more of a myth.