Social and Behavioral Sciences Commons^™

Implications Of Individualism And Collectivism On The Individual's Social Identity, Sarah B. Powers

CMC Senior Theses

Social Identity Theory attempts to explain why individuals can act primarily as group members and secondarily as individuals and predict how individuals maintain positive social identities. Individuals are motivated to establish social identities to increase self-esteem and reduce uncertainty, and do so by using prototypes to cognitively represent, categorize, and compare in-groups from out-groups. Although Social Identity Theory explains the processes individuals undergo to develop social identities and situate themselves in society, it lacks the framework to explain how culture impacts an individual’s identity and the consequences associated with the contextual nature of a social identity. Individualism and collectivism are …