Individualistic tendencies: When group status makes the difference

Abstract

In three studies, the authors investigated whether individualistic tendencies are contingent upon ingroup social status. Ingroup status was created using experimental procedures, and individualistic tendencies were assessed as preference for individualistic over collectivistic advertisement messages or preference for scarce over available products. It was predicted and found that (a) members of high-status groups emphasize individualistic tendencies compared to members of low-status groups, and that (b) this difference increases as a function of ingroup identification. Among highly identified participants, high-status group members held onto their individualistic tendencies, whereas low-status group members resolutely reduced these tendencies. The discussion addresses the role of group status in the emergence of individualistic self-conceptions and worldviews.