Intragroup dissonance: Responses to ingroup violation of personal values

The present research draws on cognitive dissonance theory [Festinger, L. (1957). A theory of cognitive dissonance. Stanford, CA: Stanford University Press] and social identity theory [Tajfel, H. (Ed.). (1978). Differentiation between social groups. London: Academic Press] to examine how group members respond to discrepancies between their personal values and the behavior of an ingroup. In two experiments we manipulated whether participants’ ingroup violated a personal value (providing basic healthcare in Experiment 1 and self-reliance in Experiment 2) and measured participants’ emotional responses and strategies for reducing discomfort. As expected, individuals experienced psychological discomfort (but not negative self-directed emotion), when an ingroup, but not when an outgroup, violated a personal value, and this discomfort mediated participants’ disidentification with their group (Experiment 1) and value-adherence activism (Experiment 2).