What is Self-categorization theory?
Self-categorization theory explains how people cognitively classify themselves and others into social groups, and how this categorization shapes perception, attitudes, and behavior. When group identity becomes salient, people shift from personal identity to social identity.
How it works
Turner’s theory proposes that self-categorization operates at three levels: human identity (us vs. them as a species), social identity (ingroup vs. outgroup), and personal identity (me vs. you). When social identity is salient, people perceive ingroup members as more similar to each other and more different from outgroup members (accentuation effect), conform to ingroup norms, and favor ingroup members over outgroup members. The same person can categorize differently depending on context: a Scottish person in England emphasizes Scottish identity; in Japan, they emphasize British identity.
Applied example
A football fan who is friendly with fans of a rival team during the work week becomes hostile toward them during a match. The context activates social categorization (my team vs. their team), overriding the personal relationships that were salient in the work context.
Why it matters
Self-categorization theory explains how the same person can behave completely differently depending on which social identity is active, with implications for diversity, conflict, and collective action.
