Identity literature suggest that some conceptions of the self are likely to be chronically accessible in many different situations because of their importance in identifying or defining the self. Those self-concepts represent self-importance or self-strength or chronic identity. It refers to a relatively enduring …show more content…
Bruner (1957), Oakes (1987) suggest that the salience of a given identity is a product of the “perceptual readiness” (or accessibility) of the relevant attribute or dimension and its “fit” to the underlying social reality (Spears 2011). According to Bruner and Oakes, salient identity must have a relatively high comparative fit and normative fit. Comparative fit is defined as perceived differences relative to available alternative in the context, while normative fit refers to the meaning or the content associated with the respective