In the last few years of the twentieth century, there have been a number of attempts to "reclaim" (Greenwood, 1994) or "restore" (Farr, 1998) the social dimension within social psychology. Apparently, and despite its explicit label, the discipline has been too much of an individualist science, as Carl Graumann argued (1986; see also Smith, 1997); at least since Floyd H. Allport's book Social psychology (1924), which marks a remarkable but influential choice within the field. From then on, the behavior of individual persons would dominate social psychology's (research) agenda. As a consequence, the social became radically individualized. The properties, actions and cognitions of single individuals were identified as the sole source from which we can — even must — gain understanding of all forms of human behavior.