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One‐of‐a‐Kind in a Full House: Some Consequences of Ethnic and Gender Distinctiveness
Author(s) -
Wooten David B.
Publication year - 1995
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1207/s15327663jcp0403_01
Subject(s) - optimal distinctiveness theory , ethnic group , conformity , social psychology , race (biology) , psychology , diversity (politics) , affect (linguistics) , gender studies , sociology , communication , anthropology
This research examines the behaviors of individuals in environments characterized by varying degrees of ethnic and gender diversity. Self‐attention theory (e.g., Mullen, 1983) is used to explain how being one‐of‐a‐kind (e.g., race or gender) in a social setting may affect behavior. Ethnic minorities have previously been found to avoid behaviors associated with their ethnicity when no other members of their ethnic group are present (Stayman & Deshpande, 1989). However, the extent to which they adopt the behaviors of the majority is not clear. This research investigates conformity and other possible consequences of distinctiveness. Findings from three experiments suggest that numerical minorities adjust to their distinctiveness by reducing perceived dissimilarities rather than increasing perceived similarities between themselves and members of the numerically dominant group.