• About
    • About the Center for Public Interest Communications
    • What is Public Interest Communications?
    • Our Team
    • Theories We Use
    • Center Updates
    • Programs & Affiliates
      • frank gathering
      • The Research Prize in Public Interest Communications
      • Journal of Public Interest Communications
      • UF Programs
    • Our Approach to Generative Artificial Intelligence
    • Contact Us
    • Job: Center Research Assistant
  • SOLUTIONS
    • Beyond Raising Awareness
    • Become a Great Science Communicator
    • Fixing Data’s Demand Problem
    • Why your narrative change strategy isn’t working
    • How to reach people who don’t already agree with you
    • Why Your Science Communication Isn’t Landing
    • Services
      • Strategy Consulting
      • Issue Research
      • Training – Frameworks and Custom
  • Frameworks
  • Training
    • Programs
    • Professional Development
      • Learn on your schedule
      • Beyond raising awareness: How to create lasting change
      • Science Communications Course 
      • Strategic Communications Academy for UF Leaders & Scholars
  • RESOURCES
    • Case Studies
    • Newsletter
    • Scholarship & Publications
Center for Public Interest Communications
Support
  • About
    • About the Center for Public Interest Communications
    • What is Public Interest Communications?
    • Our Team
    • Theories We Use
    • Center Updates
    • Programs & Affiliates
      • frank gathering
      • The Research Prize in Public Interest Communications
      • Journal of Public Interest Communications
      • UF Programs
    • Our Approach to Generative Artificial Intelligence
    • Contact Us
    • Job: Center Research Assistant
  • SOLUTIONS
    • Beyond Raising Awareness
    • Become a Great Science Communicator
    • Fixing Data’s Demand Problem
    • Why your narrative change strategy isn’t working
    • How to reach people who don’t already agree with you
    • Why Your Science Communication Isn’t Landing
    • Services
      • Strategy Consulting
      • Issue Research
      • Training – Frameworks and Custom
  • Frameworks
  • Training
    • Programs
    • Professional Development
      • Learn on your schedule
      • Beyond raising awareness: How to create lasting change
      • Science Communications Course 
      • Strategic Communications Academy for UF Leaders & Scholars
  • RESOURCES
    • Case Studies
    • Newsletter
    • Scholarship & Publications
  • Research & Insights

Psychology Helps Explain Why People Are Prejudiced

  • June 23, 2016
  • 3 minute read
Total
0
Shares
0
0
0
0

How’s your head feeling? We ask because we assume you’ve probably banged it against a wall a few times in bewilderment at the prejudiced attitudes people continue to hold despite our best efforts to drive change.

We’re all collectively yelling why at our phones and computers when we read or hear about another person doing another terrible thing to someone because of their “personal beliefs.”

We haven’t yet figured out how to stop people from having terrible prejudices toward our fellow humans, but new research sheds light on the psychological roots of prejudice. Psychologists Michael E. Levin and his colleagues believe that prejudice stems partly from “psychological inflexibility.”

In a recently published paper, they define psychological inflexibility as “the tendency to act based on how one thinks or feels rather than what would be the most effective or meaningful in the moment.” Being psychologically inflexible means reacting rigidly to experiences based on personal thoughts, emotions and feelings rather than evidence and critical reflection on the issue.

Because it prevents people from fully considering other options besides what immediately pops into their heads, psychological inflexibility is associated with a variety of maladaptive outcomes, including depression and anxiety, post-traumatic stress disorder (PTSD) and increased difficulty functioning in the face of chronic pain.

Levin and his colleagues suspected that people who are psychologically inflexible may also be more prone to holding prejudicial attitudes. To test this, they conducted an experiment involving 604 undergraduate students.

They first asked participants a series of questions to assess their attitudes toward several stigmatized groups: African Americans, LGTBQ people, women, people who are obese and people who use drugs and alcohol. For example, participants reacted to statements like “Women shouldn’t push themselves where they are not wanted” and “Severely obese people are usually untidy.”

They then asked participants to complete a scale designed to measure their levels of psychological inflexibility, or tendency to act on emotions instead of critically evaluating the situation. For instance, participants were asked to respond to statements such as, “My biases and prejudices affect how I interact with people from different backgrounds” and “When I evaluate someone negatively, I am able to recognize that this is just a reaction, not an objective fact.”

Levin and his colleagues found that people who are more psychologically flexible – those who consider evidence outside of their personal beliefs – were more likely to recognize their own prejudiced attitudes. People who were more psychological inflexibility – those who react based on personal beliefs and emotions – were more likely to hold biases toward stigmatized groups. In other words, their tendency to take their gut reactions as fact made them more susceptible to prejudiced thoughts.

Levin and his colleagues point out that prejudice cannot be explained by psychological inflexibility alone. Research has shown that the amount of empathy a person has and his or her (in)ability to see things from another person’s perspective also play a role in creating prejudiced attitudes.

The researchers suggest that programs which “encourage an alternative approach to relating to prejudiced thoughts and feelings in which individuals take an open, aware and compassionate stance toward their prejudice reactions and are taught to simply notice them for what they are…without giving into, agreeing with, acting on, judging or fighting with them” maybe useful in combating prejudiced attitudes.

Barriers for increasing empathy, like psychological inflexibility, requires us to craft messages that tap into the gut emotional reactions that produce biases if we are to reach and transform prejudiced audiences.

Journal of Applied Social Psychology 

Total
0
Shares
Share 0
Tweet 0
Share 0
Related Topics
  • discrimination
  • frankology
  • gender
  • lgbt
  • prejudice
  • race
  • science
Previous Article
  • Research & Insights

The Politics of Mental Illness

  • May 24, 2016
View Post
Next Article
  • Research & Insights

What You See May Affect What You Eat

  • June 27, 2016
View Post
Professional Development
  • Strategic Communications Academy for UF Leaders & Scholars
  • Science Communications Course 
  • Beyond raising awareness: How to create lasting change
More of our work
  • To Win Against False Information, We Must Play Offense
  • Changing Mindsets, Changing the Rules
  • Illustration by Ailadi
    Outsmart Gender Bias through Design
  • How We Are Making Sure The Science We Share Is Good
Latest from the Center
  • Most Americans Support Freedom of Information. Almost None Have Ever Used It.
  • October 2025 nationwide survey sheds light on Americans’ increasing worry about housing affordability
  • 2025 ‘Real Good Census’ Reveals a Strategically Vital Field with Strong Rewards, Marking Significant Growth
  • composite image of Audrey Goldfarb and text stating "Science isn't personal: why communicating emotion isn't 'soft,' it's strategic"
    Changemakers in Action: Dr. Audrey Goldfarb
How We Help – Case Studies
  • illustration
    Innovation Service of UNHCR: the UN Refugee Agency
  • Council on Foundations - Largest study on narratives about philanthropy
    Largest Study on Narratives About Philanthropy with the Council on Foundations
  • BROKE project screenshot
    Re-examining narratives on poverty and wealth — the BROKE project
UF Logo

Center for Public Interest Communications
PO Box 118400
Gainesville, FL 32611-8400

An auxiliary unit of the College of Journalism and Communications

Copyright © 2026

Contact Us

We are eager to chat with you about your project or training need.

Send us a note

The Center for Public Interest Communications, the first of its kind in the nation, is designed to study, test and apply the science of strategic communication for change. We are based at the University of Florida College of Journalism and Communications.

  • Change Communication
  • Science Communication
  • Strategic Communication
  • Broader Impacts
  • Public Interest Communication
  • Narrative Change
  • Leadership Development
  • Strategy Development
  • Effective Presentations
  • Research Translation & Insights

Input your search keywords and press Enter.