That is, people choose to compare their groups with other groups in ways that reflect positively on themselves. Two ideas follow from this. One is positive distinctiveness. The other idea is negative distinctiveness, groups tend to mimimize the differences between the groups, so that our own group is seen favourably. The operation of these processes is subsumed within the concept of social creativity .
Groups choose dimensions in order to maximise the positivity of their own group.
For example, groups which perceive themselves to be of high status on particular dimensions will choose those as the basis of comparison. Groups of low status will minimise differences on those dimensions or choose new dimensions. For example, people from some Middle Eastern Islamic countries might regard their country as inferior to the West in terms of economic and technological advancement but might regard their way of life as being morally superior. In simple terms, the theory postulates that at different times we perceive ourselves as unique individuals and at other times as members of groups and that these two are equally valid expressions of self. It is this flexible change in self-perception which provides the cornerstone of the theory.