This article examines why people may blame innocent victims of robbery or sexual assault. We propose that in experiential mind-sets associative links are formed between the victim and the negative event. As the creation of such links is independent of explicit beliefs, people in experiential mind-sets produce negative reactions to the victim independent of their just-world beliefs. Rationalistic mind-sets, however, instigate propositional and consistency-based reasoning. For people who strongly endorse just-world beliefs (such as people who have strong predispositions to believe that the world is just or whose just-world beliefs have been threatened strongly), learning about an innocent victim creates a logically inconsistent system of beliefs. This inconsistency can be resolved by blaming the victim. For people who only weakly endorse just-world beliefs, there is no inconsistency in the first place and therefore no need to blame the victim. Two experiments support this line of reasoning.
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