One of the main factors involved in the decision process have been shown to be the Social Identification.
Agents that interact in complex social situations need to take the social situation in consideration in order to perform believably. Additionally, any complex society is fragmented in different social groups, each with its own interests, values, structure and identity.
Social Identity theory explains how people categorize themselves as members of one social group in comparison with another. Due to it’s relevance to social behaviour, we believe that this theory is especially important if the aim is to build natural intelligence and human-like behaviour.