Participation in a new cultural group and patterns of identification in a globalized world: The moderating role of similarity

Globalization impacts the identities of millions. This research first investigates whether participating in a new cultural group predicts higher identification with it while remaining in one’s group of origin. Second, it tests whether the association between identification with the new group (following participation) and with the group of origin depends on the perceived similarity between groups. Studies 1 and 2 (in Kyrgyzstan) showed that participating in the American group predicted greater identification with Americans. This, in turn, positively predicted identification with Kyrgyz in contexts promoting similarities; a negative association between identities emerged when similarities were not promoted (Study 2). Studies 3 (in Kyrgyzstan) and 4 (in Canada) replicated these findings measuring similarity and with a repeated measures methodology (Study 4).