Social and Behavioral Sciences Commons^™

Mapping Dissonance, Joshua Gulber

Journal of Undergraduate Research

Previous research highlights the importance of generating empathy for marginalized outgroups as a precursor to changing negative attitudes and behaviors towards them. Politicians and social activists often seek to generate this empathy by “humanizing” marginalized groups through positive media or interpersonal contact. We have previously shown that such attempts at humanization often fail to change the attitudes of those the humanizing message is designed to influence: those with the most negative attitudes towards the outgroup. We hypothesized that this failure could be attributed to cognitive dissonance, positing that individuals who feel a deep sense of dissonance from the positive information …