Birds of a feather and birds flocking together: physical versus behavioral cues may lead to trait- versus goal-based group perception.

Entitativity perception refers to the perception of a collection of individuals as a group. The authors propose 2 perceptual-inferential bases of entitativity perception. First, perceivers would expect a collection of individuals with similar physical traits to possess common psychological traits. Second, perceivers watching a group of individuals engage in concerted behavior would infer that these individuals have common goals. Thus, both similarity in physical traits (e.g., same skin color) and concerted collective behavior (e.g., same movement) would evoke perception of group entitativity. Results from 5 experiments show that same group movement invariably leads to common goal inferences, increased perceived cohesiveness, and increased perceived entitativity. Moreover, same skin color evokes inferences of group traits and increases perceived homogeneity and perceived entitativity but only when skin color is diagnostic of group membership.