Attitude importance, more than extremity, predicts costly intergroup behavior
Which features of attitudes toward minoritized racial out-groups best predict majority-group members’ costly behaviors? Social attitudes research has typically measured the extremity of social group valence—ranging from negative to positive—to predict intergroup behavior, assuming that people with more extreme evaluations toward social out-groups will engage more in behaviors that affect those out-groups. But this assumption is simplistic: many people make strongly-valenced statements—e.g., posting a message in support of racial justice on social media—without engaging in corresponding actions—e.g., participating in a racial justice protest. To explain this disconnect, we investigate an additional feature of social group attitudes, subjective attitude importance, as a competing predictor of engagement in costly intergroup behaviors. Across three studies, we find that when White respondents rate their attitudes toward minoritized racial out-groups as more important to them, they are more likely to give up money in order to prevent prejudiced norm signaling (Study 1), preserve their own reputations (Study 2), and affect a charitable donation to an ethnic out-group- supporting nonprofit (Study 3). By contrast, respondents’ attitude valence extremity was consistently a worse predictor of behavioral engagement than attitude importance. Our results suggest that including attitude importance measures in future social group attitude research would help better predict both supportive and discriminatory behaviors toward minoritized groups amid the ongoing racial and social justice movements.