Does the term matter? The labeling effect on the perception of ethnic minorities: The case of The Romani in Serbia

Empirical research on the impact of linguistic labels on social perceptions is scarce, especially in the context of ethnic groups. Across three studies (N = 1185), we investigated the impact of labels on perceptions of the Romani ethnic group by non-Romani participants in Serbia. In Study 1 (N = 244), we found some evidence that the Romani elicit more positive perceptions (more sociable and competent) when labeled with the neutral (vs. derogatory) term. In two follow-up studies, we focused on investigating potential mechanisms. In Study 2, we tested whether positive perceptions emerged via perceived higher status, while in Study 3 we focused on the motivation to respond without prejudice and sensitivity to hate speech. Study 2 (N = 467) replicated the labeling effect showing that Romani were perceived more positively (more sociable and moral) when labeled with the neutral term. However, we found no support for perceived group status as a mechanism. Study 3 (N = 474) did not corroborate the labeling effect but found the higher external motivation to respond without prejudice (potential mechanism). Meta-analytic effects showed that Romani were perceived as more moral, sociable, and competent when the neutral term was used. These effects were to some extent moderated by ideology as they existed only for right-wing individuals. We conclude that the effect is much smaller than the effects in previous comparable studies.