In the first, you decide to accept the general will in order to maintain your individual credit, hoping that by cooperating on this occasion you encourage people to encourage with you later. Alternatively, you can protest the decision, hoping in doing so to encourage your fellow townspeople to change their mind, or to raise the reputation cost to them of proceeding down that route. And if you don't like that either, you can leave (highly visibly or otherwise).
Not all collective decision-making processes are coercive, either, FWIW. There are systems built on unanimity where your issue doesn't even arise: if you dislike the decision of the other group members enough then you can veto the decision. This creates other issues (and doesn't scale very well) but it does happen.