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.