Differentiation Between and Within Groups: The Influence of Individualist and Collectivist Group Norms

The power of individualist and collectivist group norms to influence intergroup and inter-individual differentiation was examined in three studies. Study 1 revealed that intergroup differentiation was lower when group norms prescribed individualism than when they prescribed collectivism. However, inter-individual differentiation was higher when group norms endorsed individualism than when they promoted collectivism. In Studies 2 and 3 we found evidence for the moderating effect of group salience on the relationship between norms and differentiation. Specifically, the effect that individualist group norms reduced intergroup differentiation but enhanced inter-individual differentiation was more pronounced when group salience was high rather than low. This finding demonstrates that conformity to a group norm prescribing individualism influences the manner in which positive differentiation is expressed. The discussion focuses on the caveats of introducing individualist group norms when attempting to reduce intergroup differentiation.