Situational variables and outgroup negativity: To what extent do cultural values moderate the explicit expression of prejudice?

Abstract

Implicit racial attitudes are automatic while explicit racial attitudes are controlled. Situations imposing normative constrain can motivate individuals to moderate the expression of their racial attitudes, especially in relation to stereotyping and prejudice. Data was collected from 97 participants living in Hedmark and Oppland, Norway. The purpose of the study was to examine if a correlation between implicit and explicit attitudes exists using a response latency and self-report measurement. Additionally, the presence of normative control was tested using focus group discussions intended at encouraging participant‘s behavioural expressions of their racial attitudes. Three group discussion leaders with different racial backgrounds were used to measure the social control exerted by participants. ANOVA, factor and regression analysis were performed; evidence has been found in support of a correlation between implicit and explicit attitudes. Individuals indicated rather positive attitudes during the self-report measure while simultaneously revealing negative attitudes during the response latency measurement. Compliance to normative contrain was observed during group discussions led by the European and African leader resulting in decreased numbers of negative statements. On the other hand, group discussions led by the Norwegian leader generated decreased saliency for egalitarian values, which in turn resulted in less compliance induced by normative control from participants and an increase of negative statements.