Does Contact Matter?: The Relative Importance of Contact in Predicting Anti-Gay Prejudice in Jamaica

Jamaica is seen as one the world’s most anti-gay countries. However, little empirical research has investigated methods of reducing this prejudice. Intergroup contact - (positive) interaction with someone from a different social group - is one of the most widely tested and strongly favoured methods of reducing prejudice. However, the role of contact in this specific context is not clear, particularly the relative importance of contact compared to other variables that predict (less) prejudice. This current cross-sectional research investigated that question using a large, representative sample of Jamaican participants (N = 942). As in prior research, contact predicted less anti-gay prejudice and the (negative) relationship between contact and anti-gay behaviours was mediated by intergroup anxiety and attitudes, even when other important predictors were taken into account. However, contact was a less important predictor than gender, education or religiosity. Implications for intergroup contact and prejudice-reduction strategies in Jamaica are discussed.