ROLE OF CONSTRUAL PROCESSES IN CONFORMITY AND DISSENT

Three hypotheses are developed to explain the role of construal processes in conformity behavior. According to the preconformity change of meaning hypothesis, social influence leads to changes in situational construal that precede and mediate conformity behavior; according to the postconformity change of meaning hypothesis, construal change follows and justifies conformity; and according to the construal-consistency hypothesis, preexisting situational construal distinguishes those who conform from those who dissent. Four experimental studies with varying methodology and involving a total of 361 undergraduate students were performed to test these hypotheses. The results of all studies provide strong evidence for postconformity change of meaning effects. Discussion centers on possible domains in which the different construal mechanisms might operate.