On the self-regulation of implicit and explicit prejudice: a self -determination theory perspective.

The present study identifies a broad taxonomy of motives underlying the desire to regulate prejudice and assess the impact of motivation to regulate prejudice on levels of explicit and implicit prejudice. Using self-determination theory as the foundation, six forms of motivation to regulate prejudice are proposed. In Study 1 (N = 257), an exploratory factor analysis reveals evidence for the six proposed dimensions. In Study 2 (N = 198), the six-factor taxonomy of motivation to regulate prejudice is further validated using a confirmatory factor analysis, and construct validity is obtained. In Study 3 (N = 62), motivation to regulate prejudice is manipulated before participants complete the Implicit Association Test (IAT) and explicit measures of prejudice. Results reveal that those with highly self-determined regulation of prejudice demonstrate lower implicit and explicit prejudice than their less self-determined counterparts. Results are discussed in terms of an increased understanding of the motivation to control prejudice.