ABSTRACT
Newly formed task groups or existing groups faced with a new task can formulate solutions only after a common understanding of the task is achieved. There are three basic modalities of cognitive tuning toward a commonly shared frame of reference (Moscovici, 1985), namely, normalisation, conformity, and innovation. Normalisation occurs when there is no a priori shared interpretation of the group task. When the task is very ambiguous and fluid, group members mutually and gradually converge on a common frame of reference that serves from then on as a group norm. Conformity assumes prior normalisation since it involves the attempts of a majority of the group members to maintain their socially anchored representation of the task by putting pressure on deviating individuals to go along, or risk being rejected by the majority. When a persisting minority of deviates tries to introduce a new frame of reference an explicit cognitive conflict is created. Innovation occurs when this cognitive conflict is resolved through persuasion of members of the majority by the minority.
