Reactions to positive deviance: Social identity and attribution dimensions

This research examines whether evaluations of positive deviates (i.e. high achieving group members) are influenced by the attributions they make for their performance. We argue that ingroup positive deviates who make group attributions help enhance the ingroup's image and thus attract favorable evaluations. In Experiment 1, ingroup positive deviates who made group attributions were generally evaluated more favorably than ingroup positive deviates who made individual attributions. There was also evidence that the positive deviates' attribution style influenced group and self-evaluations. Evaluations of outgroup positive deviates were not influenced by their attribution style. In Experiment 2, an ingroup positive deviate who was successful and attributed that success to the group was upgraded relative to an ingroup positive deviate who made individual attributions. Group evaluations were also higher when the positive deviate made group attributions. This pattern did not emerge when the positive deviate failed. The results are discussed from a social identity perspective.

Identity barriers to engaging in proenvironmental behaviour

Previous research has shown that engaging in proenvironmental behaviours can have a stygmatising effect for those who take part in those activities. This suggests that the identity consequences of proenvironmental behaviours may act as a barrier to engaging in these types of actions. This idea was investigated in a study assessing whether university students’ preferences for status-related or proenvironmental actions was influenced by prevailing group norms. Participants in the control condition and the status norm condition were equally willing to selfpresent as high status and pro-environment, however, participants in the environmental norm condition were more willing to self-present as pro-environment than status concerned. These results suggest that willingness to engage in pro-environmental behaviours may be higher in contexts where the identity consequences of these actions are positive. Preliminary results from a second study investigating identity consequences of pro-environmental behaviour will also be presented. Implications of the findings for strategies or campaigns aimed at increasing environmentally sustainable behaviour will be discussed.