Optimal distinctiveness theory

[2] Individuals will seek out and maintain group memberships that allow this equilibrium to be operated at an optimal level, which depends on the particular social context.

The optimal level of category distinctiveness or inclusiveness is a function of the relative strength (steepness) of the opposing drives for assimilation and differentiation.

Brewer (1991) continues by stating that an alternative basic tenet of the theory is that "excessive" distinctiveness is detrimental to an individual since it can create stigma, negative self-concept, and an undesirable social identity.

[1][2][7] Social identity theory, proposed by Tajfel and Turner in 1979, describes the psychological basis of such bias and discrimination.

Tajfel and Turner (1986) suggested that this group membership alone is enough to induce favoritism (or positive bias) towards the ingroup at the expense of the outgroup.

[9] This sense of ingroup favoritism was coined "positive distinctiveness"[9] and argued to lead to increased self-esteem based on the new capability for individuals to express themselves as "we" in addition to "I".

[1] Other theories have attempted to account for the development of social identity as separate from the personal self, as well as to determine why individuals have a need to assimilate to their desired ingroups.

[10][11] The motive underlying such self-categorization is in order to reduce ambiguity, or, alternatively, "achieve meaning and clarity" for oneself in social settings.

[1][10] However, Brewer suggests, uncertainty reduction alone does not account for why people continually seek group identification as a necessary part of their lives.

[1][5][7][13] Additional examples of current research areas of interest using optimal distinctiveness theory include comparable incomes and effect on life satisfaction in Hong Kong,[14] mortality salience and effect on women's group membership,[15] marketing of tobacco sales to Asian and Pacific Islander populations,[16] the relationship between optimal distinctiveness and values as moderated by uncertainty orientation,[17] and many others, all of which are focused on the ways in which social groups influence people's lives.