Changing Norms Following the 2016 U.S. Presidential Election

The 2016 presidential election was characterized by the remarkable expression of prejudice toward a range of groups. In two closely related studies ( N = 388; 196 supporting Trump, 192 Clinton), we measured (1) perceptions of social norms toward prejudice or (2) people’s own levels of prejudice toward 19 social groups, shortly before and after the election. Some groups were targeted by the Trump campaign (e.g., Muslims, immigrants) and some were not (e.g., atheists, alcoholics). Participants saw an increase in the acceptability of prejudice toward groups Trump targeted but little shift in untargeted groups. By contrast, participants reported a personal drop in Trump-targeted prejudice, probably due changing comparison standards, with no change in prejudice toward untargeted groups. The 2016 election seems to have ushered in a normative climate that favored expression of several prejudices; this shift may have played a role in the substantial increase in bias-related incidents that follow closely upon the election.