If repeated, bigoted behavior doesn’t make someone a bigot, then what does?

Imagine that there are two strangers who keep calling me racial slurs. One is doing it because he genuinely hates people of my race. The other is doing it because he thinks it gives him a slight competitive edge. Should I treat these situations any differently? Is one more “inclusive” than the other? And how am I supposed to tell them apart, knowing (given both the internet and human nature) that the former will claim to be the latter every time?