The role of social norm clarity in the influenced expression of prejudice over time

Social influence has been shown to be a powerful, but underexamined, tool in altering prejudice-related attitudes. Most notably, hearing one person condemn or condone discrimination can influence another person to do the same (Blanchard, Crandall, Brigham, & Vaughn, 1994). The current study assesses a potential underlying mechanism that may determine the extent to which participants are socially influenced to alter their prejudice-related beliefs: the clarity of the social norm regarding the expression of prejudice. In addition, the study assesses longer-term effects of social influence (see Stangor, Sechrist, & Jost, 2001). Results from 270 participants revealed that the extent of social influence was predicted by the clarity of the social norm for displaying prejudice and that participants were influenced both immediately and one month later by others’ opinions. We discuss the theoretical implications of the finding that one person can produce lasting change in another person’s prejudice-related belief system.