BELIEVING IN THE YOU THAT I BELIEVE IN: EFFECTS OF OUTGROUP AFFIRMATION ON PRO-ENVIRONMENTAL ATTITUDES

Abstract

Social psychology has a marked interest in ?nding ways to change behavior. One such way has been through af?rmation of values. The current study investigates the potential of outgroup af?rmation in inducing behavior for the speci?c case of pro-environmentalism. Using a sample of 297 participants, we examined how outgroup af?rmation could lead to increased salience of and therefore positive attitudes towards pro-environmentalism, which through the theory of planned behavior would invoke pro-environmental behavior. Through simple mediation analyses, our results revealed that though the af?rmation would lead to increased salience and attitudes, these did not lead to subsequent behavior. We outline our thoughts on this counterintuitive ?nding, suggesting different possibilities. Looking ahead, future research into the relationship between outgroup af?rmation and other values is proposed.