Adopting nonprejudiced values is only the first step, not the endpoint

Evidence

For low-prejudice people, then, the conflict between their should and would reactions threatens their nonprejudiced self-concepts and they hold themselves personally accountable for these failures. In tandem with considerable similar evidence (for a review, see Devine & Monteith, 1993), it appears that many people are embroiled in the arduous process of prejudice reduction. Further, in line with Allport’s prescient observations, the adoption and internalization of nonprejudiced standards is clearly only the first step in breaking the prejudice habit. — John F. Dovidio, Peter Glick, Laurie A. Rudman, On the Nature of Prejudice, 2106