BACKLASH TOWARD DIVERSITY INITIATIVES: EXAMINING THE IMPACT OF DIVERSITY PROGRAM JUSTIFICATION, PERSONAL AND GROUP OUTCOMES

摘要: This study used a scenario design to examine whether there are different reactions among whites based on how diversity program is justified by an organization. A reactive justification (affirmative action) was proposed result in greater backlash than competitive advantage (diversity management). In addition, this examined the effects of personal and group outcomes explored two individual difference variables, gender orientation toward other ethnic groups, as potential moderators relationships. Backlash operationalized four ways: affect‐based measure (negative emotions), cognitive‐based measures (attitude program, perceptions unfairness promotion procedures), behavioral‐intentions‐based (organizational commitment). Results indicated that management associated with more favorable support initiative, unfavorable adversely affected reactions. There no empirical for influence moderator variables relationships, however, main effect found. Implications study's findings future research directions discussed.