Social-identity functions of attraction to organizations

This article examines the self-presentation goals that underlie attraction to organizations. Expanding on Lievens and Highhouse’s (2003) instrumental vs. symbolic classification of corporate attributes, a theory of symbolic attraction is presented that posits social-identity consciousness as a moderator of the relation between symbolic inferences about organizations (e.g., this company is dynamic and innovative) and attraction to those organizations. A measure of social-identity consciousness is developed, and a series of studies confirmed two dimensions, labeled concern for social adjustment and concern for value expression. Preliminary evidence supports the validity of the measure and its role in moderating attraction to symbolic features of well-known firms.