Abstract
Summary: A social identity model of effort exertion in groups is presented. In contrast to most traditional research on productivity and performance motivation, the model is assumed to apply to groups of all sizes and nature, and to all membership contingent norms that specify group behaviors and goals. It is proposed that group identification renders behavior group-normative and encourages people to behave in line with group norms. The effect should be strengthened among people who most need consensual identity validation from fellow members, and in intergroup contexts where there is inescapable identity threat from an outgroup. Together these processes should encourage people to exert substantial effort on behalf of their group.
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