Contagion in social attitudes about prejudice |
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Authors: | Robert M Bond |
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Institution: | School of Communication, The Ohio State University, Columbus, OH, USA |
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Abstract: | Members of the same household share similar social attitudes, but the source of the similarity in attitudes may be attributed to many processes. This study uses data from a randomized field experiment to identify contagion in attitude change about anti-transgender prejudice. During a face-to-face canvassing experiment, registered voters who answered the door were exposed to either a message encouraging active perspective taking intended to reduce transphobia or a recycling message. Here, I show that the messages delivered to one household member are likely to reduce anti-transgender prejudice in the cohabitants as well. This finding suggests that door-to-door canvassing messages intended to elicit attitude change are likely to be socially transmitted. |
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Keywords: | Prejudice field experiment contagion cohabitants social attitudes |
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