Is One’s Own Ethnic Prejudice Always Subtle? The Inconsistency of Prejudice Endorsement and Prejudice Awareness Depends on Self-Related Egalitarian Standards and Motivations

Abstract In light of current egalitarian norms, it seems intuitive to assume that people endorsing ethnically prejudicial beliefs are largely unaware of their xenophobic content. However, a cognitive consistency perspective would suggest that individuals with low anti-prejudice standards might care less if their opinions are prejudiced. Corroborating this idea, Study 1 (N = 919) reveals that intra-individually the endorsement of prejudicial beliefs was negatively related to their evaluation as xenophobic (prejudice awareness), but more so among individuals with strong self-related egalitarian standards. Study 2 (N = 1,201) replicates these findings and shows that egalitarian standards salience led to a stronger negative association between prejudice endorsement and awareness. This suggests that low-egalitarians are less suitable targets for awareness-raising components of anti-prejudice interventions.