Self-Perception Theory
Definition
Self-Perception Theory, developed by Daryl Bem, suggests that we often determine our attitudes and feelings by observing our own behavior and then inferring what those behaviors mean. Unlike other theories that assume we first have an attitude and then act on it, Self-Perception Theory proposes the attitude comes after the behavior. We're like everyday detectives, piecing together clues (our actions) to figure out what we must believe or feel. It’s most likely to occur when our initial feelings are weak or ambiguous. When we're not sure why we did something, we look to what we did to figure it out.
Example
Robin is asked to participate in a study where she has to write an essay arguing in favor of a tuition increase at her university. This is an idea she doesn't really like. She’s paid a small amount for her participation. After writing the essay, even though the payment was minimal, Sarah finds herself surprisingly more supportive of the tuition increase than she was before. According to Self-Perception Theory, she doesn't necessarily change her mind because of strong persuasive arguments. Instead, she looks at her behavior and concludes, "I must be somewhat in favor of it, otherwise why would I have done that?" She infers her attitude from her actions. If she hadn’t written the essay, she likely wouldn’t have changed her mind.
Why it Matters
Self-Perception Theory is important because it challenges the idea that attitudes always come first. It highlights how our behaviors can shape our beliefs, and this has real-world implications. It helps explain why things like “foot-in-the-door” techniques (getting someone to agree to a small request, making them more likely to agree to a larger one later) work. It also explains how hobbies or jobs can shape our identities and values. We do the activity, and then we start to see ourselves as someone who enjoys or values that activity.