Changing Attitudes Through Social Influence: Does Social Distance Matter?

ABSTRACT

To test the effects of social influence and social distance on attitudes, we assessed judgments of gay and lesbian targets in various contexts over three studies (n = 814, 51% female). We compared the impact of a derogatory message to a relatively favorable message ostensibly written by another participant. Participants were robustly moved by the feedback; social influence was a significant predictor in final evaluations of the target, as was social distance. Discrimination against gay men and lesbian women appears not to be a fixed behavior; seemingly anyone can be persuaded to discriminate or not to discriminate by mere peer suggestion.