The Effect of Target Status on Witnesses' Reactions to Confrontations of Bias

HIV-related stigmatization remains prevalent and harmful to HIV+ individuals. Guided by a dual process model of HIV-related stigma, this study examined the psychological factors governing stigmatizing responses and response adjustments toward HIV+ persons. Hypotheses were tested using a computerized stigma measure that simulated approach/avoidance behavior toward an HIV+ target. Findings indicated that initial reactions to the HIV+ target were predominately negative and associated with endorsement of homophobia. Conversely, subsequent response adjustments reflected greater acceptance of the HIV+ target and were associated with internal motivations to control prejudice. Findings confirm the need for innovative stigma reduction strategies.