Newcomer conformity: How self-construal affects the alignment of cognition and behavior with group goals in novel groups.

The present research is the first to examine the impact of self-construal on newcomers’ motivation to conform with the goals of a novel group.We argue that when social identity (i.e., individuals’ concern for a specific group) has not yet been developed, newcomers rely on self-construal (i.e., individuals’ chronic concern for ingroups and connectedness with others in general) to derive norms for group-serving vs. self-serving behavior. Results of an experiment (N = 157) supported this prediction: Self-construal moderated the relationship between group goals and individual goals (cognitive conformity) as well as the relationship between group goals and members’ effort (behavioral conformity). Specifically, low independent and high interdependent self-construal was associated with greater cognitive and behavioral alignment of the self with the group compared to high independent and low interdependent self-construal.Findings are discussed regarding the role of self-construal as a precedent of conformity