40 male and 40 female undergraduates participated in a group experiment which provided them with opportunities (both verbal and nonverbal) either to individuate or deindividuate themselves. When Ss anticipated the possibility of positive rewards they made many more attempts to individuate themselves than when they expected that negative consequences were forthcoming. The pattern of individuating behavior was also affected by the S's sex and prior level of experienced uniqueness. Findings have important implications for theoretical models of individuation and also provide a conceptual link between the phenomena of conformity, deviancy, and personal identity. (28 ref) (PsycINFO Database Record (c) 2016 APA, all rights reserved)