Perceived authenticity as a vicarious justification for prejudice

Abstract

When is the expression of prejudice seen as authentic? Perceived authenticity refers to how much one judges another’s behavior to reflect the beliefs, attitudes, goals, and desires of that person. We investigate whether perceived authenticity can operate as a vicarious justification for prejudice—a way for prejudiced people to defend the prejudiced statements of others. In six studies, prejudice was positively related to perceived authenticity of similarly prejudiced statements: People are more likely to label prejudiced statements they agree with as authentic. We develop a vicarious justification account of “authentic prejudice.” People need not justify what is socially acceptable; if authenticity serves as a justification for prejudice, it will be reported only when the prejudice is nonnormative. Three studies demonstrate that the positive relationship between prejudice and perceived authenticity is heightened when the expressed prejudice is seen as unacceptable. People call “authentic” what they agree with but feel they cannot express.