Leadership under uncertainty: When leaders who are non-prototypical group members can gain support

Social identity theory of leadership (Hogg & van Knippenberg, 2003) research confirms that group members support group prototypical leaders more strongly than non-prototypical leaders. Two studies examined the prediction derived from uncertainty–identity theory (Hogg, 2007) that this relationship between leader prototypicality and support weakens when group members have elevated self-related uncertainty, due to increased support for non-prototypical leaders. Student participants indicated their level of uncertainty and their support for a prospective student leader who was prototypical or non-prototypical of students at their university–prototypicality was a between-subjects variable in Study 1 (N = 98), and a within-subjects variable in Study 2 (N = 132). As predicted, participants supported the prototypical leader more strongly than the non-prototypical leader, but this effect was significantly weakened (Study 2) or disappeared (Study 1) under uncertainty, due to a significant increase in support for the non-prototypical leader. Implications for empowerment of non-prototypical leaders are discussed.