The present study examined the role of personal incentives and group norms on individual vs. collective status improvement among members of low-status groups. Our results show that both group norms and personal incentives are strong guidelines for group members' behavior. Furthermore, we found evidence that when personal incentives and group norms are in conflict, this creates a dilemma, as people need more time to choose between individual and collective status improvement strategies. Results are discussed in terms of social influence and identity management strategies.