SIT Study: Drury

Question 1

What was the aim of this study?

Answer 1

To investigate how social identity theory can explain behaviours in the role of shared identity in a virtual environment

Question 2

What was the procedure of this study?

Answer 2

• Used a virtual reality simulation of a fire in the London Underground
• Participants could either push people out the way to get out as quickly as possible or help people but it would slow their escape
• 2 conditions:
  1: Participants were given a ‘shared identity’ e.g. all fans of the same football team
  2: Participants were not given a shared identity

Question 3

What were the findings of this study?

Answer 3

Those who shared a common identity were more likely to help one another, even at risk to their own safety

Question 4

What was the conclusion of this study?

Answer 4

Making a collective identity ‘salient’ e.g. all customers, all Americans will cause people to act as a group (work together) and not panic in an emergency situation