Working hard to achieve self-defining group goals: A social identity analysis

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