The present research sought to understand how religious identification is associated with normative practices and with norm conflict (the perception that people within the religious group are not all enacting the same standards or rules for behavior). Using a multifaith sample (N = 400), we replicate positive associations of religious identification with engaging in normative practices such as prayer, and the associations of both identification and normative practices with stronger well-being. Religious norm conflict was associated with lower identification and lower well-being, however. Three coping strategies were examined as follows: (a) engaging in normative ritual practices was protective of identification and wellbeing; (b) affirming that the conflict occurs on less important (vs. core) religious norms was associated with higher well-being, but not with identification; and (c) challenging the religious norm was associated with lower well-being, but did not alter religious identification.