The reflection of social norms in prejudice: Connecting intergroup contact, perceived social norms and prejudice toward immigrants

The positive effect of intergroup contact on prejudice towards minorities is well documented. However, the conditions under which contact occurs may sometimes render it ineffective, or even lead to the opposite effect. Even though several studies have recently pointed out the importance of broader context in which contact takes place, such as prevailing norms in the society, the role of normative climate in intergroup relations is rarely studied on the individual level. In this pilot exploratory study, we examined the interplay of intergroup contact and perceived social norms in shaping attitudes towards immigrants. We measured perceived peer and country norms related to attitudes towards immigrants, as well as reported contact with immigrants, on a sample of young adults (N = 174). Our results showed that, as expected, the more intergroup contact with immigrants participants had, the less prejudice they reported. Even though both peer and country norms were related to prejudice, peer norms were more strongly associated with prejudice. Furthermore, our results indicate that perceived peer norms may facilitate the relationship between contact and attitudes. However, the quality of contact seems to be the decisive factor in predicting intergroup attitudes. We discuss the implications for prejudice reduction methods based on a normative approach. Interventions aimed at shifting social norms may have the potential to be an effective tool in combating prejudice.