MLK Day and Racial Attitudes: Liking the Group More but Its Members Less

Abstract

Intuition suggests that the Martin Luther King holiday (MLK Day) should improve racial attitudes toward African Americans. However, its influence may depend on whether African Americans are evaluated as a group or individually. In two studies, we assessed racial attitudes either on MLK Day or on a control day. As might be expected, participants had more sympathetic attitudes towards African Americans as a group on MLK Day compared to control days; however, they evaluated individual African American exemplars more negatively on MLK Day compared to control days, who presumably seemed worse by comparison to the eminent political figure.