The nature of prejudice and bigotry have changed in recent decades. In most communities it is unacceptable to be openly racist, sexist, or homophobic. Norms against prejudice have certainly changed. It is true that prejudice directed toward many groups has decreased; however, individual attitudes have not necessarily caught up with changing norms. As a result, some people hide their prejudices, attempting to mask their discrimination in neutral-seeming behavior. Others truly believe they are not prejudiced, even when they are. Social psychologists have spent recent decades measuring and mapping the nature of subtle, covert, and implicit forms of contemporary prejudice. Benign Bigotry critically examines seven contemporary myths and assumptions that reflect prejudice that appears common sense, even harmless, but actually reveal the perniciousness and insidiousness of contemporary prejudice. Benign Bigotry critically analyzes: (1) the assumption that prejudice is an individual-only problem; (2) that people in outgroups are all alike; (3) that those accused of a crime are likely guilty of something; (4) that feminists are manhaters; (5) that LGBTQ+ people flaunt their sexuality; (6) that those who claim racial colorblindness are not racists; and (7) that affirmative action amounts to reverse racism.