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1/12
In response to a few requests, this is another thread on norms and behaviour change, with added entry points to the social psych literature
Key message: descriptive & injunctive norms are distinct, and are rooted in social identities that determine their influence
In response to a few requests, this is another thread on norms and behaviour change, with added entry points to the social psych literature
Key message: descriptive & injunctive norms are distinct, and are rooted in social identities that determine their influence
2/12
1: Injunctive norms like ‘people should maintain physical distance’ can backfire because they contain a contradictory descriptive norm (‘many people aren’t following the guidance’)
Good starting point: Cialdini’s brief review of norm focus theory https://journals.sagepub.com/doi/10.1111/1467-8721.01242
1: Injunctive norms like ‘people should maintain physical distance’ can backfire because they contain a contradictory descriptive norm (‘many people aren’t following the guidance’)
Good starting point: Cialdini’s brief review of norm focus theory https://journals.sagepub.com/doi/10.1111/1467-8721.01242
4/12
2: Likewise, a descriptive norm on its own (e.g., ‘most people are only going out once a day for exercise’) can produce boomerang effects: it lowers behaviour amongst high performers, but can *raise* it among low performers
E.g.,: https://journals.sagepub.com/doi/abs/10.1111/j.1467-9280.2007.01917.x
2: Likewise, a descriptive norm on its own (e.g., ‘most people are only going out once a day for exercise’) can produce boomerang effects: it lowers behaviour amongst high performers, but can *raise* it among low performers
E.g.,: https://journals.sagepub.com/doi/abs/10.1111/j.1467-9280.2007.01917.x
5/12
The (very) mixed effectiveness of descriptive norm-based interventions is also apparent across the literature on norms and alcohol consumption. A good review:
https://www.ncbi.nlm.nih.gov/pubmed/26711838
The (very) mixed effectiveness of descriptive norm-based interventions is also apparent across the literature on norms and alcohol consumption. A good review:
https://www.ncbi.nlm.nih.gov/pubmed/26711838
3: So, align descriptive and injunctive norms: https://journals.sagepub.com/doi/abs/10.1111/j.1467-9280.2007.01917.x
7/12
4: BUT: norms also typically relate to *social identities*, and their influence on behaviour depends on people identifying with the group to which the norms relate.
Classic example showing that norms -> behaviour more for high identifiers: https://journals.sagepub.com/doi/abs/10.1177/0146167296228002
4: BUT: norms also typically relate to *social identities*, and their influence on behaviour depends on people identifying with the group to which the norms relate.
Classic example showing that norms -> behaviour more for high identifiers: https://journals.sagepub.com/doi/abs/10.1177/0146167296228002
8/12
The problem is that attempts to *change* norms can meet with resistance by group members who identify strongly with the group, and see existing norms as important to ingroup identity
Examples from our own work:
https://journals.sagepub.com/doi/abs/10.1177/1368430210392399 https://www.sciencedirect.com/science/article/abs/pii/S0955395914002862
The problem is that attempts to *change* norms can meet with resistance by group members who identify strongly with the group, and see existing norms as important to ingroup identity
Examples from our own work:
https://journals.sagepub.com/doi/abs/10.1177/1368430210392399 https://www.sciencedirect.com/science/article/abs/pii/S0955395914002862
9/12
5: Attempts to change norms should thus ideally come from a source that is seen as ‘one of us’ – a key message of the social identity approach to leadership: see the great book by @alexanderhaslam @ReicherStephen & Platow (new edition on the way!) http://www.socialidentitynetwork.com/project/the-new-psychology-of-leadership/
5: Attempts to change norms should thus ideally come from a source that is seen as ‘one of us’ – a key message of the social identity approach to leadership: see the great book by @alexanderhaslam @ReicherStephen & Platow (new edition on the way!) http://www.socialidentitynetwork.com/project/the-new-psychology-of-leadership/
10/12
Norm-based messages are also likely to be more effective if they involve *affirmation* of the group identity – make clear that this behaviour change isn’t altering who we are; it’s *affirming* who we are
This echoes self-affirmation theory work: https://www.tandfonline.com/doi/abs/10.1080/17437199.2013.840953?journalCode=rhpr20
Norm-based messages are also likely to be more effective if they involve *affirmation* of the group identity – make clear that this behaviour change isn’t altering who we are; it’s *affirming* who we are
This echoes self-affirmation theory work: https://www.tandfonline.com/doi/abs/10.1080/17437199.2013.840953?journalCode=rhpr20
11/12
6: A norm-based message should also clearly establish *which* social identity is relevant: Nation? Community? Focus on one, inclusive identity consistently
Why? We have many social identities, which can have conflicting norms. https://journals.sagepub.com/doi/abs/10.1177/0146167212464234
6: A norm-based message should also clearly establish *which* social identity is relevant: Nation? Community? Focus on one, inclusive identity consistently
Why? We have many social identities, which can have conflicting norms. https://journals.sagepub.com/doi/abs/10.1177/0146167212464234
12/12
At a time when the value of social psych has been questioned, it's time for the silent majority of good, cumulative science to be heard!
There is lots of useful work on norms, social identities and behaviour change – let’s put it to good use.
At a time when the value of social psych has been questioned, it's time for the silent majority of good, cumulative science to be heard!
There is lots of useful work on norms, social identities and behaviour change – let’s put it to good use.
