The role of values in the effectiveness of prejudice reduction efforts

Abstract

With the growing influx of immigrants in Canada, prejudice reduction interventions are gaining popularity. These interventions have garnered mixed success in reducing prejudice. A review of the interventions suggests an indirect link between values and prejudice reduction. This study explored the role of values in the effectiveness of prejudice reduction efforts in Canada. The study hypothesized that messages that are aligned with one’s values would be more effective in reducing prejudice. Adult residents of Canada were randomly assigned to either one of the experimental groups, autonomy or obligatory, or the control group. Participants in the autonomy and obligatory groups read a prejudice reduction intervention message aligned with self-transcendence or conservation values, respectively. The control group saw only a definition of prejudice. After reading the message, each participant completed measures of racism (Symbolic Racism Scale) and values (Revised Portrait Value Questionnaire). Results provided evidence supporting the hypothesis for self-transcendence and conservation values. Higher self-transcendence values were associated with lower prejudice for participants who read the autonomy message. Though not statistically significant, higher conservation values were likely to be associated with lower prejudice scores when participants read the obligatory message. Future research and the implications of findings are discussed.