Describing a group in positive terms reduces prejudice less effectively than describing it in positive and negative terms

In a series of five experiments, we demonstrate that exposure to information related to an out-group's heterogeneity reduces prejudice more effectively than exposure to only positive characteristics of the out-group. We exposed participants to a poster that associated both positive and negative traits with an out-group (mixed condition), to a poster that associated only positive traits with the out-group (positive condition), or to no poster (control condition). Results revealed that participants in the mixed condition expressed less explicit prejudice (Experiments 1–2) and less implicit bias (Experiments 3–4) than participants in the other two conditions. The last experiment demonstrated that the mixed poster was more acceptable and created less reactance than the positive poster. The results suggest that a persuasive message highlighting both the positive and negative characteristics of the out-group reduces prejudice more effectively because it is easily acceptable and yet effectively modifies people's representation of the out-group.

► This research examines how prejudice and discrimination can be reduced effectively.
► Increasing perceived variability of an out-group decreases prejudice.
► Describing a group in positive terms is relatively ineffective.
► More prejudice/discrimination when the out-group is seen as homogeneous.
► Messages aimed at increasing perceived variability create less reactance.