Public self-Attention and personal standards: The impact of group composition

Increases in self-attention as a function of decreases in the relative size of one’s subgroup in a heterogeneous group context have been shown to result in increased regulation of behavior toward social (normative) standards for behavior. The present study demonstrated increased regulation of behavior toward a personal standard for behavior as a function of variations in group composition. One hundred twenty-five subjects individually completed the Creativity subscale of Scott’s Personal Value Scale assessing attitudes toward originality. They then completed a word-association task in groups ranging in size from 2 to 8. Originality of word-associations was determined by reference to previously established word-association norms and norms based on frequency of responses given in the present study. Results indicate that originality in responses increase as the relative size of one’s own subgroup decreases (indexing increases in self-attention) for subjects who value originality. Discussion centers on the distinction between experimentally manipulated public and private self-attention and standards that are adopted for behavioral self-regulation. Portions of this study were presented at the annual meeting of the Eastern Psychological Association, New York, April 1991.