1. Social marketing strategies to reduce prejudice
Vidushi Saxena

2. Social marketing strategies I looked at
Communication
Incentives

3. Communication
-a dynamic process that looks to instigate a mutual understanding between two or more people (Williams & Wilkins, 2007),
-a social process wherein people might negotiate cultural differences, or simply interact cross-culturally (Liu, Chua, & Stahl, 2010).
-different modes of communication - computer-mediated, radio, written, spoken, face-to-face

4. Main findings about communication as a prejudice reduction method
-framing in communication can change how people perceive messages
-framing messages (phrasing them in a particular manner) based on individual identity vs group membership can reduce intergroup differences, less likely to be prejudiced against
-perspective-taking can make outgroup more relatable
-trying to make a message more relatable promotes intergroup harmony
-pointing out similarities between groups in communication reduces prejudice
-collaborative communication reduces prejudice in long-run
-different modes of communication have different impacts
-face-to-face more likely to increase intrinsic motivation to reduce prejudice, more long-term
-written communication flexible, can be applied within computer, radio strategies
-computer, radio more adaptable, more easily implemented, wider reach

5. Incentives
-incentives further motivate people to act upon something they have already engaged with before (McKenzie-Mohr, 2011)
-this motivation can be intrinsic, extrinsic or both
-different incentives - appearing ‘politically correct’, gaining moral credentials, making outgroup more similar

6. Main findings about incentives as a prejudice reduction method
-being more aware of your own prejudice incentivizes prejudice reduction, could increase intrinsic motivation and also extrinsic motivation to reduce prejudice
-finding a connection with outgroup, perceived similarity incentivizes prejudice reduction, increases outgroup acceptance, intrinsic motivation to reduce prejudice
-traveling, interacting with outgroup helps find connection, makes prejudice reduction more likely, increases intrinsic motivation
-moral credentials temporary incentive, limited to extrinsic motivation

7. Best strategies and suggestions for future research
-increasing opportunities for computer-mediated communication, giving people opportunities to interact with people in their outgroup, and improving opportunities for face-to-face interaction between different groups can especially increase intrinsic and extrinsic motivation to reduce prejudice in the long-run
-future research can focus on how to frame communication in a way that makes outgroup more relatable, how to make moral credentials have a more permanent effect
-focus on how to increase people’s awareness of their own prejudice - surveys, posters, self-reports?

8. Questions/feedback greatly appreciated!
Thank you! :)
Questions/feedback greatly appreciated!