Why don’t people wan’t to admit to being racist?

this might sound like a simple question but it’s actually not, I mean I see this all the time some racists will say the most racist things and still deny that they are racist. They could be fired from their jobs and cancelled but they still won’t admit to being racist, I just don’t understand it, is it because they truly don’t know and don’t believe that they are racist or is it because most humans just have the instinct to deny that they are something that society thinks is bad
Why don’t people wan’t to admit to being racist?
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