Social identity theory (Tajfel & Turner, 1979) is one of the most influential social psychological theories of group behavior and intergroup relations. Early social identity research focused on many different group processes; however, the motivation behind group identification was not fully explored. Researchers have proposed a variety of accounts for why people join and identify with groups. This dissertation unravels the relationship between, on the one hand, mortality salience, self-related uncertainty and self-esteem, and on the other group identification and ingroup defense. The general hypothesis derived from uncertainty-identity theory (Hogg, 2010) is that uncertainty and not fear of death or pursuit of self-esteem motivate people to identify with and defend their groups, and that identification mediates the relationship between uncertainty and defense of the group. Experiment 1 (N = 112) tested the relationship between uncertainty and self-esteem on defense of the ingroup, with the additional test of the mediating effects of identification with the group between uncertainty and ingroup defense. Results showed that uncertainty and not self-esteem motivate people to identify with a group, to defend their group, and that group defense is mediated by identification. Experiment 2 (N = 112) provided a replication of the typical TMT study, which suggests that self-esteem will buffer the effects of mortality salience on ingroup defense, with the additional test of the mediating effects of identification between mortality salience and defense of one's group. As predicted, mortality salience only increased identification and defense of the group when self-esteem was not enhanced, as well, the interactive effects of mortality salience and self-esteem on defense was mediated by identification. Experiment 3 (N = 294) was a combination of both Experiments 1 and 2 and tested the hypothesis that uncertainty would moderate the relationship between self-esteem and mortality salience on group identification and ingroup defense. Exactly as predicted, only under high uncertainty the typical TMT results are demonstrated. Results across these three experiments demonstrate that self-uncertainty plays a significant role in reactions to mortality salience, and support uncertainty-identity theory's analysis of the role of self-uncertainty in ideological conviction and group behavior.

The existing literature in marketing and consumer behavior tends to adopt a somewhat static view of membership and belonging, focusing on the status uncertainty that surrounds new group aspirants. In the literature, the portrayal of becoming a member is one of a logical step-by-step process as members move toward the top of the social hierarchy and secure status. An underlying assumption of this process is that once an individual secures membership through status, that individual is no longer uncertain about their membership or belonging. This thesis presents an alternative to this static step-by-step view and introduces the idea of the belonging paradox. A belonging paradox is a recursive cycle of an unsolvable duality of simultaneous inclusion and exclusion that can result from idiosyncratic factors such as gender, race, disability or self-doubt. This thesis also develops a new conceptual framework or perspective on the concept of belonging by integrating Uncertainty-Identity Theory, Self-Verification Theory and Symbolic Self-Completion Theory into a more dynamic and fluid understanding about the nature of belonging. Through the introduction of the belonging paradox and the new conceptual framework of belonging, a more comprehensive understanding of belonging emerges. Specifically, the belonging paradox suggests that beyond the initial stages of striving for group membership, uncertainty of belonging can continue to be a pervasive, continuous struggle even for committed hardcore group members. Through an analysis of the skateboarding subculture, this thesis illustrates how members continuously construct and shape their own belonging experience within groups. It also demonstrates the different ways members use consumption to try to cope with the duality and constant tension of the belonging paradox as well as explores the link between uncertainty and the ability to play with identities. This leads to a number of theoretical and managerial contributions. / Thesis (Ph.D, Management) -- Queen's University, 2011-11-27 17:42:26.54

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