Beware of “reducing prejudice”: imagined contact may backfire if applied with a prevention focus

Imagined intergroup contact—the mental simulation of a (positive) interaction with a member of another group—is a recently developed, low‐risk, prejudice‐reducing intervention. However, regulatory focus can moderate of the effects of prejudice‐reducing interventions: a prevention focus (as opposed to a promotion focus) can lead to more negative outcomes. In two experiments we found that a prevention focus altered imagined contact's effects, causing the intervention to backfire. In Experiment 1, participants who reported a strong prevention‐focus during imagined contact subsequently reported higher intergroup anxiety and (indirectly) less positive attitudes toward Asians. We found similar moderating effects in Experiment 2, using a different outgroup (gay men) and a subtle regulatory focus manipulation. Theoretical and practical implications for imagined contact are discussed.