It's about building relationships!
Existing research depicts intergroup prejudices as deeply ingrained, requiring intense intervention to lastingly reduce. Here, we show that a single approximately 10-minute conversation encouraging actively taking the perspective of others can markedly reduce prejudice for at least 3 months. We illustrate this potential with a door-to-door canvassing intervention in South Florida targeting antitransgender prejudice. Despite declines in homophobia, transphobia remains pervasive. For the intervention, 56 canvassers went door to door encouraging active perspective-taking with 501 voters at voters’ doorsteps. A randomized trial found that these conversations substantially reduced transphobia, with decreases greater than Americans’ average decrease in homophobia from 1998 to 2012. These effects persisted for 3 months, and both transgender and nontransgender canvassers were effective. The intervention also increased support for a nondiscrimination law, even after exposing voters to counterarguments.
Durably reducing transphobia: A field experiment on door-to-door canvassing
David Broockman, Joshua Kalla
Science 08 Apr 2016:
Vol. 352, Issue 6282, pp. 220-224
http://dx.doi.org/10.1126/science.aad9713