Predicting private and public helping behaviour by implicit attitudes and the motivation to control prejudiced reactions

The role of individual differences in implicit attitudes toward homosexuals and motivation to control prejudiced reactions (MCPR) in predicting private and public helping behaviour was investigated. After assessing the predictor variables, 69 male students were informed about a campaign of a local gay organization. They were provided with an opportunity to donate money and sign a petition in the presence (public setting) or absence (private setting) of the experimenter. As expected, more helping behaviour was shown in the public than in the private setting. But while the explicit cognitive attitude accounted for helping behaviour in both settings, an implicit attitude x MCPR interaction accounted for additional variability of helping in the public setting only. Three different mediating processes are discussed as possible causes of the observed effects.