Actual and Perceived Binegative Norms Related to Bisexual Women Among Young Adults in the United States

Abstract

Stigmatizing norms toward bisexual individuals can lead to negative physical and mental health consequences. Widespread negative attitudes are perpetuated through social norms, which are both actual (i.e., norms held by an individual) and perceived (i.e., norms that an individual perceives others endorsing) norms. This study sought to explore binegative social norms, including differences between actual and perceived norms, and to identify how discrepancies may differ by gender and sexual identities. We conducted a nationwide online survey of young adults in the United States through Prime Panels (N = 586). We found significant discrepancies between actual norms and perceived norms on most items. Analyses revealed that bisexual and other sexual minority individuals (gay, lesbian, and queer, among others) had larger discrepancies compared to heterosexual individuals. Additionally, discrepancies between actual norms and perceived norms were generally larger for women compared to men. This suggests those in a more stigmatized group personally hold less binegative attitudes. Our findings provide evidence for the enduring power of gender inequality, heterosexism, and binegativity in that men and heterosexual people consistently hold more stigmatizing attitudes about bisexual women and were also more likely to see their attitudes as the norm. These findings suggest that a social norms campaign might be an effective strategy to reduce binegative attitudes, particularly among heterosexual individuals and men, who emerged as key groups in need of targeted intervention.