Inducing hypocrisy to reduce prejudicial responses among aversive racists

Abstract

Might a hypocrisy induction procedure reduce prejudicial behavior among aversive racists? We identified aversive racists as individuals low in explicit prejudice but high in implicit prejudice toward Asians. Results revealed that aversive racists, but not truly low prejudiced participants (i.e., those low in both explicit and implicit prejudice), responded to a hypocrisy induction procedure with increased feelings of guilt and discomfort, compared to those in a control condition. Furthermore, aversive racists, but not low prejudiced participants, responded to a hypocrisy induction procedure with a reduction in prejudicial behavior. These results suggest that consciousness raising might play an important role in motivating aversive racists to reduce their prejudicial behavior. © 2001 Elsevier Science.