Simonson's (1977) study is an example of the type of attitude change research often reported in the literature between the 1950s and today. Certainly, human subject regulations would force modification in Simonson's approach if it were replicated today. However, the behavioral and experimental approach taken is typical of the research used to identify and support the consistency theories of attitude change summarized next. Early attitude change literature is firmly anchored in traditional experimental psychology and draws heavily on behaviorism (see 2.2; Eagly & Chaiken, 1993).