Who Drives Divergence? Identity Signaling, Outgroup Dissimilarity, and the Abandonment of Cultural Tastes

People often diverge from members of other social groups: They select cultural tastes (e.g., possessions, attitudes, or behaviors) that distinguish them from outsiders and abandon tastes when outsiders adopt them. But while divergence is pervasive, most research on the propagation of culture is based on conformity. Consequently, it is less useful in explaining why people might abandon tastes when others adopt them. The 7 studies described in this article showed that people diverge to avoid signaling undesired identities. A field study, for example, found that undergraduates stopped wearing a particular wristband when members of the “geeky” academically focused dormitory next door started wearing them. Consistent with an identity-signaling perspective, the studies further showed that people often diverge from dissimilar outgroups to avoid the costs of misidentification. Implications for social influence, identity signaling, and the popularity and diffusion of culture are discussed

When Does Social Influence Attract versus Repel? Identity-Signaling, Conformity, and Divergence

Conformity is one of the most widely discussed principles in psychology, but while people often imitate others, sometimes they diverge and avoid what others are doing. When does social influence lead to conformity versus divergence, and why? The present research uses an identity-signaling approach to help explain when social influence attracts or repels. Two experiments demonstrate that while people conform to others in less identity-relevant choice domains, the social identity of others determines whether people conform or diverge in choice domains that are more symbolic of identity. People conform to in-group, or aspiration group, members to ensure desired signals of identity are communicated effectively, but diverge from out-groups, or others they want to avoid being confused with, to avoid sending undesired identity signals. These findings suggest that symbolic meaning plays an important role in responses to social influence

Decision Quicksand: How Trivial Choices Suck Us In

Consumers often get unnecessarily mired in trivial decisions. Four studies support a metacognitive account for this painful phenomenon. Our central premise is that people use subjective experiences of difficulty while making a decision as a cue to how much further time and effort to spend. People generally associate important decisions with difficulty. Consequently, if a decision feels unexpectedly difficult, due to even incidental reasons, people may draw the reverse inference that it is also important, and consequently increase the amount of time and effort they expend. Ironically, this process is particularly likely for decisions that initially seemed unimportant because people expect them to be easier (whereas important decisions are expected to be difficult to begin with). Our studies not only demonstrate that unexpected difficulty causes people to get caught-up in unimportant decisions, but also to voluntarily seek more options, which can increase decision difficulty even further

When, Why, and How Controversy Causes Conversation

How does controversy affect conversation? Five studies using both field and laboratory data address this question. Contrary to popular belief, controversial things are not necessarily more likely to be discussed. Controversy increases likelihood of discussion at low levels, but beyond a moderate level of controversy, additional controversy actually decreases likelihood of discussion. The controversy-conversation relationship is driven by two countervailing processes. Controversy increases interest (which increases likelihood of discussion) but simultaneously increases discomfort (which decreases likelihood of discussion). Contextual factors such as anonymity and whether people are talking to friends or strangers moderate the controversy-conversation relationship by impacting these component processes. Our framework sheds light on how, when, and why controversy affects whether or not things are discussed

Subtle Signals of Inconspicuous Consumption

The notion of conspicuous consumption (Veblen 1899) suggests that consumers spend lavishly on goods to that symbolize status and visibly communicate wealth and status to others. Analysis of multiple product categories, however, indicates an inverted-U relationship between price and the presence of logos or brand names: High-end products are actually less likely to contain such clear brand markers. Further, experimental studies show that high-end products which use more subtle markers are harder for observers to recognize, more likely to be perceived as cheaper generic equivalents, and less likely to be perceived as status symbols. This research explains this seeming inconsistency through social identity and distinction. Mainstream consumers prefer explicitly marked products which are widely recognizable symbols of prestige. Consequently, insiders prefer subtle markers that differentiate them from the mainstream and thus facilitate communication with others in the know. The authors discuss the implications of these findings for the communication of identity, brand management, and the success of cultural products

Can Losing Lead to Winning?

Individuals, groups, and teams who are behind their opponents in competition tend to be more likely to lose. In contrast, we show that through increasing motivation, being slightly behind can actually increase success. Analysis of more than 18,000 professional basketball games illustrates that being slightly behind at halftime leads to a discontinuous increase in winning percentage. Teams behind by a point at halftime, for example, actually win more often than teams ahead by one, or approximately six percentage points more often than expected. This psychological effect is roughly half the size of the proverbial home-team advantage. Analysis of more than 45,000 collegiate basketball games finds consistent, though smaller, results. Experiments corroborate the field data and generalize their findings, providing direct causal evidence that being slightly behind increases effort and casting doubt on alternative explanations for the results. Taken together, these findings illustrate that losing can sometimes lead to winning

Where Consumers Diverge from Others: Identity Signaling and Product Domains

We propose that consumers often make choices that diverge from those of others to ensure that they effectively communicate desired identities. Consistent with this identity-signaling perspective, four studies illustrate that consumers are more likely to diverge from majorities, or members of other social groups, in product domains that are seen as symbolic of identity (e.g., music or hairstyles, rather than backpacks or stereos). In identity domains, participants avoided options preferred by majorities and abandoned preferences shared with majorities. The social group associated with a product influenced choice more in identity domains and when a given product was framed as identity relevant. People diverge, in part, to avoid communicating undesired identities

Who Drives Divergence? Identity-Signaling, Outgroup Dissimilarity, and the Abandonment of Cultural Tastes

People often diverge from members of other social groups: They select cultural tastes (e.g., possessions, attitudes, or behaviors) that distinguish them from outsiders and abandon tastes when outsiders adopt them. But while divergence is pervasive, most research on the propagation of culture is based on conformity. Consequently, it is less useful in explaining why people might abandon tastes when others adopt them. The 7 studies described in this article showed that people diverge to avoid signaling undesired identities. A field study, for example, found that undergraduates stopped wearing a particular wristband when members of the “geeky” academically focused dormitory next door started wearing them. Consistent with an identity-signaling perspective, the studies further showed that people often diverge from dissimilar outgroups to avoid the costs of misidentification. Implications for social influence, identity signaling, and the popularity and diffusion of culture are discussed

Message Splitting: Using Attention-Grabbing Material to Increase Prosocial Behavior

This article examines whether drawing attention to specific parts of appeals for prosocial behavior (i.e., “message splitting”) can increase their effectiveness. Results of four experiments support this idea. Using attention-grabbing cues to guide attention toward the benefits of compliance and away from the costs increased message recipients’ willingness to donate cans of food to a community food drive (Experiment 1), volunteer time to help improve the environment (Experiments 2 and 3) and volunteer time to help further scientific inquiry (Experiment 4). Results of Experiment 4 underscore the proposed mechanism by showing that this message splitting technique reduces, rather than increases, compliance when used to direct attention toward the costs of compliance. Implications for research on information processing, helping behavior, and influence are discussed

Creating Contagious: How Social Networks and Item Characteristics Combine to Drive Persistent Social Epidemics

Why do certain cultural items capture persistent collective interest while others languish? This research integrates psychological and sociological perspectives to provide deeper insight into social epidemics. First, we develop a psychologically plausible individuallevel model of social transmission behavior. We then situate this model in a social network and perform a series of simulations where we vary different item- and networkrelated characteristics in an experimental setting. The results (1) demonstrate how item and network characteristics combine to drive persistent collective enthusiasm and (2) shed light on the underlying mechanisms through which such social epidemics occur. Interest in most items or products naturally decays over time, so item characteristics (e.g., talkability) and the network positions of early consumers are critical for bolstering consumer enthusiasm. Importantly, however, they do so via different mechanisms, determining how frequently, and with what level of enthusiasm, items are discussed