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The Tolerant Social Norm Effect: are Norms of Tolerance More Powerful than Prejudicial Norms?Carroll, Rachael E 15 August 2014 (has links)
The present study aimed to examine how a manipulated majority position affects attitude change for intergroup and non-intergroup issues. Specifically I wanted to see how norms of tolerance and norms of prejudice differed. The study employed a 3 (majority manipulated position: positive, neutral, or negative) X 2 (issue type: intergroup or non-intergroup) ANCOVA. Additionally, I wanted to examine how participants’ perceived societal direction affects attitude change for intergroup issues with a 3 (majority manipulated position: positive, neutral, or negative) X 3 (perceived direction of attitude: support, stay the same, negative) ANOVA. Participants were randomly assigned to view a majority manipulation position. Attitude change was determined by a difference between a pre-and post-manipulation score. In partial support of my hypothesis intergroup issues elicited more norm-consistent attitude change than non-intergroup topics, however this was driven by a prejudicial social norm effect. No effect was found for perceived societal direction.
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