The present paper explores the combined effects of individual- and group-directed feedback on perceived need for individual and collective change. Valence of feedback about individual and group performance (positive versus negative) was manipulated orthogonally. The results revealed that responses to various combinations of two-level feedback were moderated by group identification. With respect to the perceived need for collective change, high-identifiers (but not low-identifiers) were motivated by discrepant feedback: When group feedback was negative but individual feedback was positive, high identifiers perceived collective change to be more important than low-identifiers. With respect to the perceived need for individual change, low-identifiers (but not high-identifiers) were discouraged by the discrepant feedback: When group feedback was positive but individual feedback was negative, low-identifiers perceived individual change to be less important than high-identifiers. These data highlight the interplay between individual and collective feedback, and suggest that the meaning of feedback at each level (individual or group) is framed by the feedback received at the other level. Moreover, group identification seems to play a crucial role in reconciling differences between one's individual self and the performance of one's group.