The Power and Pitfalls of Social Norms

Abstract

Social norms have long been considered across the social and behavioral sciences for their effects on human behavior. This review focuses on norms that explicitly or implicitly convey socially shared views about what people should or should not do. Such injunctive norms can be powerful influences on behavior through internalization or through formal or informal enforcement. They can underpin interventions to shape people's behavior through conformity but can also be drawn upon by individuals to question social practices. However, norms also have pitfalls and may fail to affect behavior as intended: They can pose a threat to the individual's self (autonomy, morality, values), compromise motives and social meanings (intrinsic motivation, trust, sincerity), or be egocentrically reconstrued (through biased perceptions and selective social/temporal referents). Depending on one's stance on an issue, such pitfalls may also be turned into powers to inoculate against undesirable norms or to advance social change.

Keywords: injunctive norms; norm enforcement; norm internalization; normative trends; reactance; undermining intrinsic motivation.