Affective responses to own violations of ingroup norms: the moderating role of norm salience

The findings from two experiments support the argument that the salience of a relevant ingroup norm may moderate the affective consequences of one's normative violations. Participants' counternormative behaviour only influenced their self-reported affect under conditions of high norm salience. This relationship was mediated by participants' perceptions that their expression of ingroup favouritism was discrepant from a group norm of intergroup fairness. The presented evidence extends previous research in two ways. First, it qualifies prior work concerning the affective impact of normative ‘discrepancy’ on self-directed negative affect. Second, it shows that increased self-directed negative affect can be produced by deviations from the norms of a situationally salient and identity-relevant reference group. Copyright © 2005 John Wiley & Sons, Ltd.