Changing prejudiced attitudes, promoting egalitarianism, and enhancing diversity through fundamental processes of persuasion

ABSTRACT We review work from persuasion science relevant to reducing prejudiced attitudes. We begin by introducing the idea that the thoughts people generate – their number and valence – are critical for understanding when responding to persuasive attempts will result in egalitarian attitudes. A focus on thinking highlights the importance of understanding short and long-term attitude change in promoting diversity. How much people think is also consequential for spreading of initial change to more distal attitudes and generalization of change to other judgments. The second section describes a process of thought validation that emphasizes the importance of considering what people think and feel about their own thoughts. This meta-cognitive process is shown to make a difference in producing consequential changes in reducing prejudiced attitudes toward African Americans, immigrants, refugees, individuals with disabilities, and beyond. The conditions under which variables such as minority status and stigmatized sources affect elaboration and validation are also specified. The fourth section explores how these two processes are relevant for understanding explicit and implicit ambivalence and change in the domain of prejudiced attitudes. We highlight the utility of a process-oriented approach for designing future research and promoting more inclusive attitudes and actions.