Individual Versus Group Decision Making: Social Comparison in Goals for Individual Task Performance

Abstract

This experiment compares the decisions of individuals and groups on goals for the performance expected from individuals on a problem‐solving or an error‐checking task. For both tasks, two versions were constructed to reflect low and high levels of task difficulty. Predictions from two different social comparison of abilities approaches were formulated, with the social comparison based on success approach predicting that group goals would be easier than individual goals, while social comparison based on performance predicted the opposite pattern. Consistent with the social comparison based on success predictions, group goals were observed to be significantly less difficult than individual goals for both tasks, both levels of task difficulty, and for both an initial and a second goal‐setting occasion. Of particular interest was a finding that the easier group goals reflected group member preferences for easy goals in anticipation of group decision making. It is proposed that social factors such as evaluation apprehension and social comparison may be responsible for the differences observed in group and individual goal decisions, and that social factors may have an important role in a variety of goal‐setting situations.