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

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.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Supplemental data

Supplemental data for this article can be accessed online at https://doi.org/10.1080/15213269.2023.2229233

Notes

1 Study protocol number#: 2021–0922-CP003

2 The manipulation check items were only assessed among participants in the reward and punishment conditions as participants in the control condition did not read a story where Jefferson was rewarded or punished.

Additional information

Funding

This paper was funded by the Robert Taylor professorship in Strategic Communication.