Reactions to affirmative action: Substance and semantics

For both theoretical and practical reasons, researchers have sought to map the motivations that underlie people's support for or opposition to affirmative action. In view of the amount of rhetoric surrounding the issues, it is possible that some of the apparent differences in degrees of support come from differences in how the words affirmative action are interpreted. The present investigation shows that the meanings that people ascribe to affirmative action statistically predict their attitudes toward the policy, even after one accounts for demographic and related attitudinal factors. The implications of our findings are important in both applied and conceptual ways.