In social psychology, superordinate goals are goals that are worth completing but require two or more social groups to cooperatively achieve. The idea was proposed by social psychologist Muzafer Sherif in his experiments on intergroup relations, run in the 1940s and 1950s, as a way of reducing conflict between competing groups. Sherif's idea was to downplay the two separate group identities and encourage the two groups to think of themselves as one larger, superordinate group. This approach has been applied in many contexts to reduce intergroup conflict, including in classrooms and business organizations. However, it has also been critiqued by other social psychologists who have proposed competing theories of intergroup conflict, such as contact theory and social categorization theory.