As organizations continue to pursue implementing diversity initiatives, one question lies in how organizations can propose and present such efforts so as to most likely maximize support. The current thesis sought to address this question by exploring whether the demographics of an individual proposing a diversity initiative may impact subsequent attitudinal and behavioral initiative support. Using logic grounded in the Elaboration Likelihood Model and the Attributional Analysis of Persuasion, I hypothesized that individuals of majority-group identities proposing diversity initiatives may elicit more supportive initiative attitudes and behaviors through perceptions of participant personal relevance and promoter self-interest, respectively. To test these predictions, I conducted an experiment in which participants evaluated a diversity initiative proposal written by an employee who was either White or Black, and male or female. Results suggest that indeed, White promoters were perceived as less self-interested than Black promoters promoting a diversity initiative, which in turn predicted more positive initiative attitudes and behavioral support for the initiative; however, the hypothesized role of personal relevance was not supported. Theoretical and practical implications, as well as study limitations, are discussed. -- Abstract.
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