Discusses why affirmative action lacks full support in the United States. Two fairness issues are addressed in judging affirmative action programs: heightened salience of group identity and differences; and perceived scarcity of resources. Argues how program design and viewing work force diversity as a feasible means toward economic expansion can…

Compares three models positing differing roles for values in predicting fairness judgments and support of affirmative action: Tetlock's (1986) value pluralism models, Lind's (1992) fairness heuristic hypothesis, and Jackman's (1978) model involving no role for values. Results support the fairness heuristic hypothesis, indicating that values play a…

Argues that to more fully understand beliefs about race that seem paradoxical, it is important to understand the way that beliefs are conceptualized and measured. The authors conclude that the concept of values developed by Rokeach (1973) offers a better basis for gauging public sentiment toward social policies and toward day-to-day living in an…