When contact changes minds: An experiment on transmission of support for gay equality

Can a single conversation change minds on divisive social issues, such as same-sex marriage? A randomized placebo-controlled trial assessed whether gay (n = 22) or straight (n = 19) messengers were effective at encouraging voters (n = 972) to support same-sex marriage and whether attitude change per...

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Bibliographic Details
Published in:Science (American Association for the Advancement of Science) 2014-12, Vol.346 (6215), p.1366-1369
Main Authors: LaCour, Michael J., Green, Donald P.
Format: Article
Language:English
Subjects:
Attitude Change
Canvassing
Cascades
Contact
Conversation
Doors
Equivalence
Gay rights movements
Group dynamics
Intergroup Relations
Joining
Lesbianism
LGBTQ rights movements
Male homosexuality
Marriage
Queer studies
Queer theory
Same sex marriage
Social networks
Social psychology
Voter registration
Voters
We they distinction
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Summary:Can a single conversation change minds on divisive social issues, such as same-sex marriage? A randomized placebo-controlled trial assessed whether gay (n = 22) or straight (n = 19) messengers were effective at encouraging voters (n = 972) to support same-sex marriage and whether attitude change persisted and spread to others in voters' social networks. The results, measured by an unrelated panel survey, show that both gay and straight canvassers produced large effects initially, but only gay canvassers' effects persisted in 3-week, 6-week, and 9-month follow-ups. We also find strong evidence of within-household transmission of opinion change, but only in the wake of conversations with gay canvassers. Contact with gay canvassers further caused substantial change in the ratings of gay men and lesbians more generally. These large, persistent, and contagious effects were confirmed by a follow-up experiment. Contact with minorities coupled with discussion of issues pertinent to them is capable of producing a cascade of opinion change.
ISSN:0036-8075
1095-9203
DOI:10.1126/science.1256151