Switching comparisons to rival organizations can shift members’ loyalty to the larger group

Evidence

However, if the comparison frame were to switch from a vertical comparison to a horizontal one (Figure 6.2), the salient comparisons would then be between different superordinate groups (e.g., different universities). If their university is relatively distinctive compared with other universities, individuals may then be motivated to identify with the superordinate university category. Thus, to the extent that a horizontal comparison frame increases the perceived distinctiveness of the superordinate group, subgroup members should be more likely to identify with the superordinate group and engage in recategorization. For this reason, shifting group members to a horizontal comparison may be a useful strategy for promoting recategorization and more positive intergroup relations. — Roderick M. Kramer, Geoffrey J. Leonardelli, Robert W. Livingston, Social Cognition, Social Identity, and…, 739

Categorization

• XREF: Connects to common-ingroup recategorization literature (Gaertner & Dovidio) and to strategic framing of competitive threats in organizations.