Responding to negative social identity: a taxonomy of identity management strategies

Abstract

Taken from literature on social identity theory and social comparison theory, 12 strategies of identity management were identified as possible responses to negative social identity. A taxonomy with two orthogonal axes is proposed as theoretical organization of these diverse strategies. While the first axis considers responses as being either individual or collective, the second axis refers to the distinction between behaviours and cognitions. It is assumed that the German unification process implied a lower status position of East Germans relative to West Germans on relevant comparison dimensions, and that East Germans have to deal with this threat to their identity. Hence, data of an East German sample are used to empirically systematize identity management strategies, and, thus, to test the proposed taxonomy. Results support the expected four-factor solution only for those strategies taken from social identity theory, while the responses derived from social comparison research build a fifth factor. In addition, the empirical assignments of strategies to cells of the taxonomy are only partly in line with the expected pattern. The empirical findings suggest some clarification and modifications of the proposed response taxonomy. The most important refers to a re-interpretation of the taxonomy's first axis, which now differentiates between responses according to the specific changes of the comparison parameters they imply. © 1998 John Wiley & Sons, Ltd.