But even in matters of taste, group pressures can be strong, especially from an in-group. One study examined what members of such groups do to balance the desire to conform against the desire to demonstrate their individuality. If the majority of our in-group favors a brand of an item we are likely to do the same—while simultaneously differentiating ourselves along a visible dimension, such as the item’s color. Leaders would be well advised to take this desire for uniqueness into account when ensuring that all team members conform to core work goals, by also ensuring that members aren’t made
...more
