socialnorm

Social norms are the unwritten rules that guide behavior within groups. They consist of shared expectations about how people should act and what counts as appropriate conduct in a given social context. Norms arise from cultural traditions as well as ongoing social interactions and are upheld through mutual expectations.

Two common types are descriptive norms and injunctive norms. Descriptive norms describe what people typically do, such as “most residents recycle.” Injunctive norms describe what people think others approve or disapprove of, such as “you should not litter.”

Norms influence behavior through social influence processes: people conform to what they perceive others do or approve of, seek social approval, and adopt identities aligned with the group. Sanctions, rewards, and role models reinforce norms, while shifts in norms can accompany cultural change.

Formation and change: norms develop via repeated interactions, communication networks, and observational learning. They can vary across subgroups and contexts and may be affected by phenomena such as pluralistic ignorance, where individuals misjudge others’ beliefs.

Measurement and application: researchers study norms with surveys, experiments, and field interventions. Norms-based approaches are used in public health, environmental policy, and education, including campaigns that correct misperceptions about peer behavior to promote beneficial actions like energy conservation or safe behaviors.

Criticism: normative influence can suppress dissent or reinforce status quo, and campaigns can backfire or overlook structural factors. Norms may also be contested, heterogeneous, or context-dependent, requiring careful design and evaluation.