Evaluating the Impact of Anti-Prejudicial Interventions

Abstract

<p>If prejudice could be destroyed by simply presenting another point of view, Fred Phelps would be holding a candle to celebrate the memory of Harvey Milk. Existing evaluative research of interventions to reduce anti‐GLBT prejudice remains methodologically spotty, but suggests that those most in need of the intervention display the least amount of change – if not an strengthening of their prejudicial opinion. Cognitive and marketing research suggest that addressing the prejudicial attitudes directly will strengthen, rather than reduce the prejudice. Indirectly challenging prejudicial attitudes may force a cognitive reevaluation and shift in a respondent's value framework. This research will create an instrument to replace the Index of Attitudes toward Homosexuals and then employ an experimental design to provide much‐needed methodological rigor to the evaluation of interventions. This design will be in service of assessing the impact, if any, from a directly and indirectly‐challenging survey‐based intervention.</p><p>This presentation occurred at the Wright State University Campus-Wide Celebration of Research, Scholarship and Creative Activities on April 8, 2011</p>