Interesting example of how face-to-face conversations that help people understand the other’s experiences, and identify some commonalities, can make a difference:
After the dust settled [from a previously falsified study], Broockman and Kalla went on with their experiment on transgender prejudices. LaCour’s misconduct only made them more determined to do the study for real. “There were all these volunteers who gave their Saturdays [to do the experiment],” Broockman says. “We had a certain sense of responsibility.”
They sent out surveys to thousands of homes in Miami, asking people to answer questions that included how they felt about transgender people and if they would support legal protection against discrimination for transgender people. Then volunteers from SAVE, an LGBT advocacy organization based in Florida, visited half of the 501 people who responded and canvassed them about an unrelated topic, recycling. Volunteers went to the other half and started the conversations that Fleischer thinks can help change minds.
After the canvass, the study participants answered the same questions about transgender people that they had answered before the study, including how positively or negatively they felt towards transgender people on a scale of 0 to 100. Those who had discussed prejudice they’d experienced felt about 10 points more positively toward transgender people, on average.
Broockman says that public opinion about gay people has improved by 8.5 points between 1998 and 2012. “So it’s about 15 years of progress that we’ve experienced in 10 minutes at the door,” he says.
Three months after the canvass, Broockman asked participants to fill out the survey again. They still felt more positively about transgender people than those who had gotten the unrelated canvass. “[That’s] the moment I backed away from my monitor and said, ‘Wow, something’s really unique here,’ ” he says. If the effect persists, Broockman says, the technique could be used to reduce prejudice across society.
That doesn’t mean everybody came away feeling more positive about transgender rights. Kalla says some people came away from the canvasser feeling very differently and some people not so much at all. And an uptick in 10 points on a feeling scale of 0 to 100 doesn’t sound like an epiphany. There wasn’t, however, any indication that those who started out with very negative feelings about transgender people were particularly resistant to the conversation. Broockman and Kalla published the results in Science on Thursday.
It is a landmark study, according to Elizabeth Paluck, a psychologist at Princeton University who was not involved with the work. “They were very transparent about all the statistics,” she says. “It was a really ingenious test of the change. If the change was at all fragile, we should have seen people change their minds back [after three months].” There are very few tests of prejudice reduction methods, and Paluck says this suggests the Los Angeles LGBT Center’s approach is actually far more effective than previous efforts, like TV ads.
There might be a couple of reasons for that. Broockman, now an assistant professor of political economy at Stanford University, says asking someone questions face-to-face like, “What are the reasons you wouldn’t support protections for transgender people, or what does this make you think about?” gets them to begin thinking hard about the issue. “Burning the mental calories to do effortful thinking about it, that leaves a lasting imprint on your attitudes,” he says.
Empathy may also be a factor. “Canvassers asked people to talk about a time they were treated differently. Most people have been judged because of gender, race or some other issue. For many voters, they reflect on it and they realize that’s a terrible feeling they don’t want anyone to have,” Broockman says.
The study’s conclusions differ from the conclusions of the LaCour’s falsified study from 2014 in one crucial way, Broockman says. LaCour claimed that there was only an effect from the deep canvass if it came from someone who was LGBT. “We found non-trans allies had a lasting effect as well,” Broockman says. That means canvassing is much more about conversational skill rather than identity.
It will take more studies and replications of this study before scientists know exactly what is influencing people’s opinions. But for now, the findings are a relief to David Fleischer. “To go into it with high hopes and then get this really bad piece of news, then to go forward anyway and have the accurate results? What a roller coaster of emotions,” he says.
The technique might be used to target any societal prejudice — or be used to increase prejudice, Broockman acknowledges. But even if that happens, he says, it at least will encourage people to think deeply about the issues they’re going to vote on.