On being both with us and against us: a normative conflict model of dissent in social groups

Although past research has demonstrated a positive relationship between collective identification and normative conformity, there may be circumstances in which strongly identified members do not conform but instead choose to challenge group norms. This article proposes a normative conflict model, which distinguishes between nonconformity due to dissent (challenging norms to change them) and nonconformity due to disengagement (distancing oneself from the group). The normative conflict model predicts that strongly identified members are likely to challenge group norms when they experience conflict between norms and important alternate standards for behavior, in particular when they perceive norms as being harmful to the group. Data in support of the model are reviewed, mechanisms by which external variables may influence dissent in social groups are elaborated, and the model is linked to contemporary perspectives on collective identity.