Social norms versus social motives: the effects of social influence and motivation to control prejudiced reactions on the expression of prejudice

Abstract

This study examined how individual differences in motivation to control prejudiced reactions (MCPR) affected one's sensitivity to social norms regarding the expression of gay rights attitudes. After measuring their political beliefs and MCPR, pro-gay rights and anti-gay rights participants took part in a discussion where they faced discussion groups that either opposed their position unanimously or nonunanimously (i.e., four opposing confederates vs. three opposing confederates and one undecided confederate). Anti-gay rights individuals showed more conformity overall, especially when high in MCPR. Anti-gay rights individuals also showed norm-consistent attitude change, regardless of MCPR, whereas attitude change among pro-gay rights individuals depended upon their level of MCPR.