Three studies examined the attitude toward homosexuals as a function of regulatory focus and social support for non-discrimination. Regulatory orientation toward non-discrimination was measured by differentiating promotion and prevention emotions when anticipating a non-discriminatory (studies 1 and 2) and a discriminatory interaction with homosexuals (study 2). Study 3 assessed attitude toward non-discrimination through a social dominance orientation (SDO) scale and manipulated experimentally regulatory focus. Across the three studies, social support was manipulated by informing participants that either a majority or a minority of the Swiss population supported non-discrimination in general (study 1), or specifically toward homosexuals (studies 2 and 3). Results showed more positive attitudes toward homosexuals when non-discriminatory participants were regulated in terms of prevention focus and non-discrimination was supported by a majority, and when non-discriminatory participants were regulated in terms of promotion focus and non-discrimination was supported by a minority. These findings are consistent with a regulatory fit perspective on the interplay between regulatory focus and social support.