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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">https://journals.sagepub.com/doi/10.11...
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">https://journals.sagepub.com/doi/10.11...
3/12
See also: https://academic.oup.com/jcr/article/35/3/472/1856257">https://academic.oup.com/jcr/artic...
See also: https://academic.oup.com/jcr/article/35/3/472/1856257">https://academic.oup.com/jcr/artic...
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">https://journals.sagepub.com/doi/abs/1...
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">https://journals.sagepub.com/doi/abs/1...
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 ">https://www.ncbi.nlm.nih.gov/pubmed/26...
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 ">https://www.ncbi.nlm.nih.gov/pubmed/26...
3: So, align descriptive and injunctive norms: https://journals.sagepub.com/doi/abs/10.1111/j.1467-9280.2007.01917.x">https://journals.sagepub.com/doi/abs/1...
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">https://journals.sagepub.com/doi/abs/1...
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">https://journals.sagepub.com/doi/abs/1...
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://journals.sagepub.com/doi/abs/1... https://www.sciencedirect.com/science/article/abs/pii/S0955395914002862">https://www.sciencedirect.com/science/a...
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://journals.sagepub.com/doi/abs/1... https://www.sciencedirect.com/science/article/abs/pii/S0955395914002862">https://www.sciencedirect.com/science/a...
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/">https://www.socialidentitynetwork.com/project/t...
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/">https://www.socialidentitynetwork.com/project/t...
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">https://www.tandfonline.com/doi/abs/1...
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">https://www.tandfonline.com/doi/abs/1...
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">https://journals.sagepub.com/doi/abs/1...
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">https://journals.sagepub.com/doi/abs/1...
12/12
At a time when the value of social psych has been questioned, it& #39;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& #39;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.
