Original Article Newcomer Conformity How Self-Construal Affects the Alignment of Cognition and Behavior With Group Goals in Novel Groups Susanne Täuber 1 and Kai Sassenberg 2 1 Department of Social Psychology, University of Groningen, The Netherlands 2 Knowledge Media Research Center, Tübingen, Germany Abstract. 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 mem- bers’ 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. Keywords: newcomers, self-construal, conformity, self-regulation, group goals Integrating oneself in new groups is the key to a successful future as a group member. Whether we change employers, join a choir, or enter a dinner party – in order to fit into the group, we have to integrate. Such integration is usually achieved during a process of socialization (Levine & More- land, 1994). One feature of successful socialization within a new group is the alignment of individual goals with the group’s goals and standards; in other words, self-stereotyp- ing and conformity to group norms. Research provides am- ple evidence for the phenomenon of self-stereotyping and the conformity to ingroup norms (Pickett, Bonner, & Cole- man, 2002; Postmes & Spears, 2002; Reicher, Spears, & Postmes, 1995; Sassenberg, 2002; Sinclair, Hardin, & Lowery, 2006; Terry & Hogg, 1996). Earlier research in this domain focused on attitudes toward the group as a con- sequence of self-stereotyping and conformity to group norms. The present research extends these inquiries by ad- dressing the transfer of group goals to members’ personal goals and behavior. Most people feel uncertain when they enter a novel so- cial context. Part of this subjective uncertainty arises from uncertainty regarding how to behave. Research demon- strated that uncertainty is an aversive state that people aim to reduce, for instance by conforming to ingroup norms and displaying group-serving behavior (Smith, Hogg, Martin, & Terry, 2007). However, when joining a novel group, one does not immediately know this group’s norms. Also a so- cial identity that could prescribe group norms has not yet developed. In such situations, people initially sample from past experiences as members of different groups and use these samples to provide them with a standard for behavior in the new social context (Bettenhausen & Murnigham, 1985, 1991). The current research investigates how this becomes ev- ident in the alignment of personal goals and behavior with group goals. Moreover, we focus on another aspect of group members’ self-concept beyond personal and social identity: the independent and interdependent self-construal (Markus & Kitayama, 1991; Singelis, 1994). We argue that the self-construal should moderate the impact of group goals on personal goals and group-serving behavior. Independent and Interdependent Construals of the Self Cross-cultural psychology has provided a vast amount of empirical evidence for the existence of scripts that encode individuals’ general concern for ingroups (e.g., Hofstede, 1980; Triandis, Bontempo, Villareal, Asai, & Lucca, 1988). At a between-culture level, these scripts are reflected in the distinction between collectivism and individualism (Hof- stede, 1980; Triandis et al., 1988); at a within-culture level, people can be differentiated with respect to their construal DOI: 10.1027/1864-9335/a000092 Social Psychology 2012; Vol. 43(3):138–147 © 2012 Hogrefe Publishing