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Cynthia L. Pickett & Geoffrey J. Leonardelli

In: Individuality and the Group: Advances in Social Identity

Chapter 4: Using Collective Identities for Assimilation and Differentiation

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Using Collective Identities for Assimilation and Differentiation
Using collective identities for assimilation and differentiation
Cynthia L.Pickett and Geoffrey J.Leonardelli

Humans are driven by a variety of needs, motives, and goals. Dating back to the early part of the twentieth century, researchers have attempted to understand human behavior by linking behavior to underlying motivations (e.g., Hull, 1943; Spence, 1956). In line with this tradition of examining human behavior within the framework of individual goals and motivations, researchers studying group behavior and intergroup relations from a social identity perspective (e.g., Tajfel & Turner, 1979, 1986) recognized that multiple motives may operate in a group context. Behavior is driven not only by realistic concerns (e.g., conflicts over resources), but also by individuals' desire for positive social identity. In answer to ...

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