ABSTRACTThis study examined the effect of positive and negative behavioral feedback on subsequent behavior The results indicate that positive and negative feedback concerning how well individuals have acted on their attitudinal in the past have different effects on subsequent behavior These effects are moderated by individual differences in self‐monitoring and in the frequency with which an individual has acted on his or her attitude in the past–variables which can be seen as reflecting differences in the extent to which individuals see themselves as persons who act on their attitudes, either in general or in regard to a specific attitudes domain Implications of the findings for understanding the literature on labeling and on feedback about energy use are discussed, as are the practical implications for using behavioral feedback in an effort to increase attitude‐related