We develop a theoretical framework to explain why individuals respond differently to dissimilarity from their coworkers. We draw on regulatory focus theory to explore how chronic regulatory motivations cause individuals to view dissimilarity in terms of potential gains or losses. We use this argument to explain the mixed findings in previous research. We also use regulatory focus theory to predict individuals’ cognitive and affective responses to dissimilarity, and consequently to outcomes like relationships with coworkers, altruism, conflict in workgroups, and withdrawal from the workgroup. Finally we use regulatory focus theory to explore how situational features like the diversity climate of the organization and whether the focal individual is a token in the workgroup shape their responses to dissimilarity by triggering different regulatory motivations. Taken together our motivational model of relational demography provides an overarching framework for understanding how attributes of the individual and the situation predict how they will respond.
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