Behavior revealed: UB psychologist’s research shows the drive to feel socially embedded is as critical as the need to belong

BUFFALO, N.Y. – People have a strong desire to belong that’s often met through interpersonal relationships such as friendships and romantic partnerships, but there exists an equally strong human motivation to have a place in broader society – and it’s just as essential to well-being.

Interpersonal relationships can fulfil what psychologists identify as a “need to belong,” while the broader need for a societal connection can be achieved through parasocial bonds, narratives or immersion in crowds.

It’s what a University at Buffalo psychologist calls “social embeddedness.”

Shira Gabriel, PhD, a professor of psychology in the UB College of Arts and Sciences, coined the term, which she explains in a recent paper published in the journal Current Directions in Psychological Science.

Social embeddedness is a framework based on 20 years of research from Gabriel’s lab. It provides a new understanding of human behavior that can also inform and support other research in psychology.

The need to belong and social embeddedness are both social connections, but they’re connections made though different means.

“There’s a general understanding that we need other people to make us happy, but our desire to fit into the larger society is almost invisible to us because it usually operates without conscious awareness,” says Gabriel, an expert in social psychology.

From an evolutionary perspective, humans needed to be socially embedded to survive. We evolved for social living, which allowed for shared resources and increased levels of protection from predators. 

What allowed us to survive in the past is something that can help us thrive in the present: We feel good when we’re socially embedded, according to Gabriel.

“There’s a great deal we get from interacting with people in society who aren’t close friends or relationship partners,” says Gabriel. “Being in a crowd at a football game or concert makes us feel good because it reminds us that we are a part of a society of people.”

People can feel socially embedded through parasocial relationships, which can include an audience member engaging with celebrities, sports figures or politicians.

“Part of feeling embedded in society is feeling a connection to the leaders of that society,” says Gabriel. “People are interested in the Royal Family even if they don’t live in Great Britain.

“It doesn’t make sense from a need to belong framework, but it fits perfectly into the construct of social embeddedness.”

Narratives also provide a feeling of social embeddedness.

“We found in our research that engaging in narratives, like binge-watching a television series, can make you feel a like a member of the show’s social network,” says Gabriel. “You feel like you are connected to the characters, which fills the need to feel embedded.

“Understanding that we engage in these behaviors, which might seem illogical or selfish, allows us to be easier on ourselves,” says Gabriel.  “It’s not hedonism or laziness. It’s being human.”

Gabriel says that social embeddedness is as important as the need to belong.

“People are happiest when their needs to belong and to be socially embedded are both met.”