Why do people tend to deny, rationalize, and avoid discussing their feelings and beliefs about race and ethnicity?

This discussion question meets the following NASAC Standards:

19) Understand the importance of self-awareness in one's personal, professional, and cultural life.

119) Recognize the importance of individual differences by gaining knowledge about personality, cultures, lifestyles, and other factors influencing client behavior, and applying this knowledge to practice.

121) Conduct culturally appropriate self-evaluations of professional performance, applying ethical, legal, and professional standards to enhance self-awareness and performance.