Which type of group consists of individuals similar to us that we utilize for self-comparison?

The correct answer is the type of group known as a reference group. Reference groups are groups of people with whom individuals identify and compare themselves. These groups serve as benchmarks for evaluating one's own behaviors, attitudes, and values, influencing self-perception and self-esteem. When individuals assess themselves, they often look to these groups to determine how they measure up in various aspects, such as style, beliefs, and social roles.

In contrast, in-groups refer to groups that individuals feel they belong to, fostering a sense of loyalty and solidarity. While they can influence self-comparison, they do not specifically serve as a standard for that comparison. Social norms are the rules and expectations by which a society guides the behavior of its members, rather than being groups to which individuals compare themselves. Primary groups, such as family and close friends, are characterized by close, personal relationships that provide emotional support, but they are not primarily used for comparison purposes.

Thus, the concept of reference groups specifically captures the idea of utilizing similar individuals for self-comparison, making it the most fitting answer.