Learning Through Rewards: Priming and Identification as Psychological Mechanisms of the Effects of LGBTQ+ Narratives on Inclusive Attitudes and Behavioral Intentions

Abstract

ABSTRACT Drawing from research on priming and identification theory, this study experimentally tests the differential effects of narratives featuring rewards and punishments on inclusive attitudes and behavioral intentions toward LGBTQ+ communities. The results of our experiment (N = 240) suggest a narrative depicting rewarded inclusive behaviors toward gay characters performed better than one portraying punished homophobic behaviors. We further tested various mechanisms through which narratives that portray tolerance and acceptance of a gay couple might lead to inclusive outcomes. The results suggested that positive feelings toward a gay character and identification with a role model character practicing rewarded good (versus punished bad) behaviors drove prosocial outcomes, including intentions to befriend gay characters in real life and support for social equality for gay individuals.