The salience of different self-categories depends on what group the self (in-group) is being compared to. In a study on how different countries were viewed in the gulf-war, (Haslem, Turner Oakes, McGartey and Hayes 1992)  found that the stereotype of Americans (and other countries) changed throughout the war and depending on who the group was compared to. For example, when Australians were judged on their own, they were reported to be categorized as happy-go-lucky, straightforward and sportsmanlike. When judged in the context of Americans they were considered more sportsmanlike, less happy-go-lucky than before. People also noted that they were pleasure loving (not recognized before the additional context).

Comparative fit on self-categorization

An answer to the question:
- When do people define themselves at the group or individual level?

Self-categorization becomes more inclusive when the comparative scope becomes larger than the original self identification (Haslam and Turner 1992). Social identity is more prevalent in intergroup contexts v personal identity in intragroup contexts (Hogg and Turner 1987).  


Metacontrast on identification level

A collection of stimuli is more likely to be categorized as a group if the perceived average difference among them (intragroup difference) is less than the perceived average difference between them and the remaining reference stimuli (intergroup difference).

University of Michigan - Ann Arbor

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The fit of the self-category is based on two aspects (Turner et al. 1987):
- 1) The comparative fit (metacontrast)
- 2) The normative fit

Fit of self-categories

Turner, J. C., Oakes, P. J., Haslam, S. A., & McGarty, C. (1994). Self and collective: Cognition and social context. Personality and social psychology bulletin, 20(5), 454-463.

 Self and collective: Cognition and social context (Turner 1994)

Members within a group must not just be more similar with each-other than different from other groups (comparative fit).  They must also have the similarities and differences that are consistent with our beliefs and theories about the particular group (the perceived social meaning of the social category)

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