Contagion in social attitudes about prejudice

Abstract

Members of the same household share similar social attitudes, but the source of the similarity in attitudes may be attributed to many processes. This study uses data from a randomized field experiment to identify contagion in attitude change about anti-transgender prejudice. During a face-to-face canvassing experiment, registered voters who answered the door were exposed to either a message encouraging active perspective taking intended to reduce transphobia or a recycling message. Here, I show that the messages delivered to one household member are likely to reduce anti-transgender prejudice in the cohabitants as well. This finding suggests that door-to-door canvassing messages intended to elicit attitude change are likely to be socially transmitted.

Keywords

• prejudice
• field experiment
• contagion
• cohabitants
• social attitudes