When the individuals heard dissonance, areas of their limbic systems known to be responsible for unpleasant emotion lit up and, moreover, the volunteers used negative adjectives to describe their feelings.
Alternatively, it may be part of cognitive dissonance, which happens when a person's beliefs are not in line with their behaviors -- for instance, a smoker who berates other smokers.
The dissonance during the emergence phase is the step when the other collaborators notice the change, and their response to that change creates friction.