Loyal deviance: testing the normative conflict model of dissent in social groups

The normative conflict model predicts that expressions of dissent within groups can be motivated by the collective interest and that strongly identified members may dissent from group norms if and when they are perceived to be harmful to the collective. We present convergent evidence from four studies in support of the model. Study 1 investigated retrospective reports of disagreements and found that strongly identified members reported collectively oriented motives for expressing disagreement within their groups. Studies 2a and 2b provided experimental tests of the prediction that strongly identified group members are willing to dissent when they reflect on how a norm could harm their group but not when they reflect on negative individualistic consequences of the same norm. Finally, Study 3 replicated these effects using a correlational design that measured actual opinion expression in an ostensible online chat room.