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Framing Effects, Social Norm Perception, and Tolerance of Lesbian and Gay Individuals: Experimental Evidence from Slovakia

Findor, Andrej and Hruška, Matej and Gould, John A and Hlatky, Roman and Tomková, Zuzana and Sirota, Miroslav (2021) 'Framing Effects, Social Norm Perception, and Tolerance of Lesbian and Gay Individuals: Experimental Evidence from Slovakia.' Journal of Homosexuality. pp. 1-25. ISSN 0091-8369

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Abstract

Perceptions of social norms can have downstream consequences for attitudes and behaviors, especially when it comes to the acceptance of marginalized groups. While interventions focusing on social norms may boost tolerance, few studies test whether variations in norm communication affect individuals’ perceptions. Thus, in this paper, we test the effectiveness of three communicative aspects—valence framing (Experiments 1–3), point of view (Experiment 1), and group centrism (Experiment 3)—in shifting perceptions of social norms. Specifically, we investigate whether manipulating these aspects affects perceptions of tolerance of lesbian and gay individuals in Slovakia, where LGBTQ+ acceptance is among the lowest in Europe. We found that while positively valenced messages shifted perceptions toward tolerance, manipulating point of view and group-centrism did not. We believe that these findings can inform interventions intended to shift perceptions of social norms in hostile contexts, an important first step in changing prejudiced attitudes and behaviors.

Item Type: Article
Uncontrolled Keywords: Social norm perception; persuasion; valence framing; point of view; group centrism; LGBTQ+
Divisions: Faculty of Science and Health
Faculty of Science and Health > Psychology, Department of
SWORD Depositor: Elements
Depositing User: Elements
Date Deposited: 12 Nov 2021 15:37
Last Modified: 06 Jan 2022 14:33
URI: http://repository.essex.ac.uk/id/eprint/31513

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