I’ll emulate you…only if you want me to: The impact of ingroup norms and status on the identification-assimilation relationship

High identifiers are generally more willing to affiliate to their group and, as a result, perceive themselves and behave as prototypical members of their group. But is this always the case? The present research investigates the when and the why of the positive relationship between ingroup identification and assimilation by focusing on the role of the content of the injunctive ingroup norm (collectivistic vs. individualistic) and the ingroup status. Two experiments showed a positive identification-assimilation relationship in the low-status group when the ingroup norm was collectivistic, but not when the norm was individualistic. Moreover, the relationship was unreliable in the high-status group, regardless of the content of the norm. In a third study, these findings were extended to a more general measure of group affiliation (i.e., the need to belong). This research suggests that the greater tendency of high identifiers to assimilate to their group–and, more generally, to affiliate to groups–is accounted for by conformity motivations and strategies aimed at coping with an unfavorable social identity.