Social Groups: Group membership and recruitment

Group membership and recruitment​

Social groups tend to form based on certain principles of attraction, that draw individuals to affiliate with each other, eventually forming a group.

• The Proximity Principle – the tendency for individuals to develop relationships and form groups with those they are (often physically) close to. This is often referred to as ‘familiarity breeds liking’, or that we prefer things/people that we are familiar with [24]
• The Similarity Principle – the tendency for individuals to affiliate with or prefer individuals who share their attitudes, values, demographic characteristics, etc.
• The Complementarity Principle – the tendency for individuals to like other individuals who are dissimilar from themselves, but in a complementary manner. E.g. leaders will attract those who like being led, and those who like being led will attract leaders [25]
• The Reciprocity Principle – the tendency for liking to be mutual. For example, if A likes B, B is inclined to like A. Conversely, if A dislikes B, B will probably not like A (negative reciprocity)
• The Elaboration Principle – the tendency for groups to complexify over time by adding new members through their relationships with existing group members. In more formal or structured groups, prospective members may need a reference from a current group member before they can join.

Other factors also influence the formation of a group. Extroverts may seek out groups more, as they find larger and more frequent interpersonal interactions stimulating and enjoyable (more than introverts). Similarly, groups may seek out extroverts more than introverts, perhaps because they find they connect with extroverts more readily.[26] Those higher in relationality (attentiveness to their relations with other people) are also likelier to seek out and prize group membership. Relationality has also been associated with extroversion and agreeableness.[27] Similarly, those with a high need for affiliation are more drawn to join groups, spend more time with groups and accept other group members more readily.[28]

Previous experiences with groups (good and bad) inform people's decisions to join prospective groups. Individuals will compare the rewards of the group (e.g. belonging,[29] emotional support,[30] informational support, instrumental support, spiritual support; see Uchino, 2004 for an overview) against potential costs (e.g. time, emotional energy). Those with negative or 'mixed' experiences with previous groups will likely be more deliberate in their assessment of potential groups to join, and with which groups they choose to join. (For more, see Minimax Principal, as part of Social Exchange Theory)

Once a group has begun to form, it can increase membership through a few ways. If the group is an open group,[31] where membership boundaries are relatively permeable, group members can enter and leave the group as they see fit (often via at least one of the aforementioned Principles of Attraction). A closed group [31] on the other hand, where membership boundaries are more rigid and closed, often engages in deliberate and/or explicit recruitment and socialization of new members.

If a group is highly cohesive, it will likely engage in processes that contribute to cohesion levels, especially when recruiting new members, who can add to a group's cohesion, or destabilize it. Classic examples of groups with high cohesion are fraternities, sororities, gangs, and cults, which are all noted for their recruitment process, especially their initiation or hazing. In all groups, formal and informal initiations add to a group's cohesion and strengthens the bond between the individual and group by demonstrating the exclusiveness of group membership as well as the recruit's dedication to the group.[14] Initiations tend to be more formal in more cohesive groups. Initiation is also important for recruitment because it can mitigate any cognitive dissonance in potential group members.[32]

In some instances, such as cults, recruitment can also be referred to as conversion. Kelman's Theory of Conversion[33] identifies 3 stages of conversion: compliance (individual will comply or accept group's views, but not necessarily agree with them), identification (member begins to mimic group's actions, values, characteristics, etc.) and internalization (group beliefs and demands become congruent with member's personal beliefs, goals and values). This outlines the process of how new members can become deeply connected to the group.