Our knowledge of support for affirmative action policies (AAP) and its determinants is mainly restricted to the US context. However, AAP polarise the public debate in Western democracies as they involve favouring a candidate at the cost of others because of group membership. Against this backdrop, we ran a factorial survey experiment in Denmark, France and Germany on the introduction of a hypothetical regulation favouring women and immigrants by equal qualifications in the recruitment process for a managing position. Our data show that support for AAP is significantly larger for women than for immigrants. Moreover, support for AAP for both target groups is much higher in France than in Germany or Denmark. Germans and Danes show similar lower levels of support for AAP for immigrants, while support for AAP for women is higher in Germany than Denmark. We conducted multilevel regression models to investigate the power of several attitudinal factors in explaining these target group and country differences. From these models, we drew two conclusions: First, respondents’ varying level of ethnic and gender prejudice and perceived disadvantage faced by women and immigrants can entirely explain target group differences in support for AAP. Second, the differences between Germany and Denmark in support for AAP for women can be explained by national differences in the level of prejudices and perceived disadvantage of both target groups and attitudes toward state intervention. However, this set of attitudinal variables cannot explain why support for AAP is much higher in France than in Germany and Denmark.