Identification is a powerful driver of contributions. People act like givers rather than takers when they’ve internalized a group as part of their self-concepts or identities. To catalyze this shift in mindsets, we need to understand what causes people to identify with a group.
A fascinating insight comes from research by the psychologist Marilynn Brewer, who observes that when we interact with other people, we face a tension between two competing motivations: fitting in and standing out. On the one hand, we want to belong—to experience similarity with others. On the other hand, we want to feel unique—to differentiate ourselves from others.
To fulfill these two motivations simultaneously, we search for a sense of optimal distinctiveness, or the feeling of being the same and different at the same time. Brewer finds that the most direct path to optimal distinctiveness is to affiliate with a unique group. Membership in a distinctive group fosters a sense of connection and community, and the fact that the group has an uncommon identity confers a sense of individuality and separation. When people fit in with a group that stands out, they are often driven to give tirelessly to the group, which allows them to express their distinctive identities while validating their membership in the group.
Author: Adam Grant
Source: ChangeThis
Subjects: Organizational Behavior, Personality / Behavior
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