What’s in it for you? Demographics and self-interest perceptions in diversity promotion

Abstract

As organizations continue to pursue achieving diversity and inclusion goals, how to propose and present efforts so as to maximize support and minimize resistance remains a challenge. The present set of studies, grounded in theory on the Attributional Analysis of Persuasion, examined how the demographics of diversity promoters relate to supportive attitudes and behaviors of others through perceptions of promoter self-interest. Via an experimental paradigm (Study 1), we found that White promoters were perceived as less self-interested than Black promoters of a diversity initiative, which in turn predicted more positive attitudes and support for the promoted effort. Using a sample of workplace critical incidents (Study 2), we found that diversity promoters who were demographically matched to the group for which they were advocating were perceived as more self-interested than those advocating for causes for which they were not demographically matched. Theoretical and practical implications, as well as study limitations, are discussed. (PsycInfo Database Record (c) 2025 APA, all rights reserved)