Polarized Norms and Social Frames of Reference: A Test of the Self-Categorization Theory of Group Polarization

Self-categorization theory (Turner, 1985; Turner, Hogg, Oakes, Reicher, & Wetherell, 1987) explains group polarization as conformity to a polarized norem which defines one's own group in contrast to other groups within a specific social context. Whether the ingroup norm is polarized or not depends on the social comparative context within which the ingroup defines itself. It was predicted from self-categorization theory that an ingroup confronted by a risky outgroup will polarize toward caution, an ingroup confronted by a caution outgroup will polarize toward risk, and an ingroup in the middle of the social frame of reference, confronted by both risky and cautious outgroups, will not polarize but will converge on its pretest mean. Our experiment adopted a modified version of the risky-shift paradigm, in which subjects gave pretest, posttest, and group consensus recommendations on three choice dilemma item-types (risky, neutral, or risky). The frame of reference was manipulated by confronting the ingroup with an outgroup lying on one or the other side, or both sides, of the ingroup distribution. This procedure was successful in producing a polarized theoretical ingroup norm in the appropriate conditions. Subjects' posttest opinions converged on their estimations of the consensual ingroup position, which in turn was polarized or not in line with the theoretical norm. There was some evidence that the degree of behavioral convergence and estimations of the ingroup consensus were a partial function of the extent to which subjects identified the group. There was also the usual main effect for item-type: Subjects converged on a norm polarized toward risk on risky items and toward caution on catious items. The results are consistent with self-categorization theory.