4 Optimal Distinctiveness Theory

Brewer (1991)

Optimal distinctiveness grew out of social identity theory. Optimal distinctiveness theory proposes two additional, opposing needs. The need for assimilation and the need for differentiation. I will discuss these in turn and demonstrate why they are opposing needs.

The Need for Assimilation vs. The Need for Differentiation

The need for assimilation simply describes a need or desire for belonging. We want to belong to a group. It is this need that helps us understand why we immerse ourselves in social groups.

As we assimilate into an ingroup, and that ingroup grows (as more and more people become assimilated into the group), the group starts feeling less exclusive – almost too inclusive. When this happens, the opposing need for differentiation kicks in – we want our group to be exclusive (and distinct from) other social groups.

Here we see how our want to be included (assimilation) while remaining distinct (differentiation). A positive social identity is achieved when the need for assimilation (within a group) and differentiation (between groups) are met simultaneously (Brewer, 1991).