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Enacting Cultural Interests: How Intergroup Contact Reduces Prejudice

Key Message

A small cue of social connection to someone from another group—such as a shared interest—can help reduce prejudice immediately and up to six months later.


Brannon, Tiffany N., and Walton, Gregory M. (2013). Enacting Cultural Interests: How Intergroup Contact Reduces Prejudice by Sparking Interest in an Out-Group’s Culture. Psychological Science. 24(10): 1947-57. doi: 10.1177/0956797613481607


The present research examined the hypothesis that cues of social connectedness to a member of another social group can spark interest in the group’s culture, and that such interest, when freely enacted, contributes to reductions in intergroup prejudice. In two pilot studies and Experiment 1, it was found that extant and desired cross-group friendships and cues of social connectedness to an out-group member predicted increased interest in the target group’s culture. In Experiments 2 and 3, cues of social connectedness were manipulated between non–Latino American participants and a Latino American (i.e., Mexican American) peer and whether participants freely worked with this peer on a Mexican cultural task.


This experience reduced the participants’ implicit bias against Latinos, an effect that was mediated by increased cultural engagement, and, 6 months later in an unrelated context, improved intergroup outcomes (e.g., interest in interacting with Mexican Americans).

Benefit Statements / Outcomes

Leadership Provided By:

  • Leisure Information Network (LIN)
  • Alberta Recreation and Parks Association

On Behalf Of:

  • Canadian Parks and Recreation Association (CPRAA)

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