Optimal distinctiveness
Optimal distinctiveness is a social pysychological study people look for an optimal balance of assimulation and distinction within and between social groups. The two motives are in constant opposition to each other. Too much in one, the other must increase to counterbalance.
The theory of optimal distinctiveness proposed by Marilynn Brewer.
The theory linked to evolutionary theory, humans developed to live independently and to be part of a larger group. Optimal distinctiveness in the selection and strength of social identity between groups, satisfying individual psychological needs.
Optimal distinctiveness states ingroup distinction must be equalized by assimulation. Simply put, a unique continuum is balanced with homogeneity. An optimal identity satisfies the need for inclusion in the ingroup, distinction from the ingroup, or other outgroup.
Brewer says when optimal distinction is made, other identities too assimulated or too different will be rejected. Each experience happens at the expense of the other. People seek group membership that allows optimal equilibrium, depending on social context. Equilibrium is dynamic, constantly corrects deviation from optimality.
Baumeister and Leary explain this pervasive quest for group membership as a need for belongingness.
Wikipedia
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