Gay canvassers softened the views of many conservative voters by visiting their homes and having a 22-minute conversation about gay marriage, a new study says.
The technique — aimed at reducing prejudice — is likely to be used with voters who oppose abortion and illegal immigration.
A yearlong study sought to see if a single conversation at a voter’s home could change his or her mind on a controversial issue, such as gay marriage, said the study to be published Dec. 12 in the journal Science.
Some 9,500 voters in conservative districts of Southern California were selected for the study, which was conducted with the help of the Los Angeles LGBT Center, Columbia University political science professor Donald P. Green, and Michael J. LaCour, a doctoral candidate at the University of California, Los Angeles.
The voters — who lived in precincts with strong support for traditional, man-woman marriage — were invited to answer an Internet survey that included two questions on gay marriage. Their adult housemates were also asked to fill out the survey.
The conservative voters were then randomly sorted into three groups: One group was visited at their home by a canvasser who asked about recycling goods. Another group was not visited.
The third group was visited by canvassers who supported gay marriage. During their home visits, canvassers either revealed themselves to be gay or lesbian, or having a loved one who wanted to marry a same-sex partner.
Conservative voters in the recycling and no-visit groups showed no change in their views on gay marriage when recontacted a few days later.
But the group visited by gay marriage supporters saw an 8 percent increase in favor of the nuptials.
“The change was equivalent to transforming a Midwesterner into a New Englander on the issue of gay marriage,” said Mr. Green.
Subsequent interviews found that the attitude shift for gay marriage persisted among voters who were visited by gay or lesbian canvassers.
However, researchers found a “spillover” effect — many housemates also adopted pro-gay attitudes.
Such conversations — which averaged 22 minutes — are already being used to influence people on other issues, said David Fleisher, director of the Los Angeles LGBT Center’s Vote for Equality and Leadership LAB programs.
“We’re currently canvassing to reduce prejudice against transgender people,” Mr. Fleisher said. Also, with funding from Planned Parenthood, a plan is underway to “increase support for abortion and reduce the stigma against those who have one,” he said.
Mr. LaCour said a similar approach could also be done to shift people’s attitudes toward undocumented immigrants.
• Cheryl Wetzstein can be reached at cwetzstein@washingtontimes.com.
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