Social Norms A How-To (and How-Not-To) Guide - Goldstein & Mortensen - Article

Infomercial consultant Colleen Szot managed to make the sales of an exercise machine product skyrocket by changing a few simple words in the standard call-to-action line. Instead of the traditional “Operators are waiting, please call now”, she changed it to: “If operators are busy, please call again”. This made such a huge difference, and if you think about it that makes sense. The first implies a call center full of bored phone operators waiting for a scarce customer, whereas the second suggests an image of busy operators trying to keep up with the huge demand. The effect is caused by a change in the perceived social norm regarding the public’s purchasing behavior. People uncertain about a course of action tend to look to other people around them to guide their decisions and actions, and that’s exactly what we see in this example.

Cialdini’s focus theory of normative conduct

The focus theory of normative conduct was developed to better predict when and which social norms will exert influence. It has two central propositions:

1. There are two different types of norms, descriptive and injunctive, which can have considerably different effects on behavior depending on the situation.
2. Any given norm is likely to influence behavior to the extent that it is salient, or currently present in one’s mind.

Descriptive and injunctive norms

Descriptive norms refer to what is commonly done (by others) in a given situation, they inform individuals of what is likely to be an effective or adaptive course of action in that situation. Injunctive norms refer to what is commonly approved or disapproved within the culture (or smaller groups), behavior is motivated through informal social rewards and punishments attached to the behavior. In short, descriptive norms refer to what is done, injunctive norms to what ought to be done. Often both types are one and the same for a certain behavior, but sometimes they diverge.

The constructive, destructive, and reconstructive power of social norms

When creating a powerful norm-based message, communicators must choose whether to draw people’s attention to injunctive norms, descriptive norms, or both. Unfortunately, the importance of focusing an audience only on norms that are consistent with their objectives is often forgotten. For example, when a detrimental behavior is regrettably prevalent, focusing on that fact will unintentionally focus the audience on the unfavorable descriptive norm rather than the favorable injunctive norm. If you use images of litter and littering in a campaign to counter littering, the descriptive norm will likely cause the campaign to fail or even backfire.

Effective use of social norms

If a communicator does not want his campaign to backfire, he should frame the descriptive norm in terms of the desired behavior, instead of highlighting the undesirable behavior. This is favorable when the majority of people perform the desired behavior. If that behavior is only performed by a minority of people, he could communicate simply that the target behavior is strongly disapproved, without providing data on what the majority of people are doing.

The power of the average

The descriptive norm as conveyed by an average can lead to positive or negative behavior depending on who the audience is, while the exact same information is communicated. For example, information about the mean number of drinks consumed by college students can have a constructive influence on those drinking more than the mean, but a destructive influence on those currently drinking less. People are drawn towards the norm, regardless of whether they are currently above or below it. To prevent the social norm from causing a campaign to backfire, it helps to add an explicit and attention-grabbing injunctive element to the message. An example is feedback that conveys approval of those already acting in a desirable way.

How do descriptive and injunctive norms work?

It seems willpower is differentially required for descriptive versus injunctive norm. Descriptive norms serve as simple heuristics indicating what is best for an individual, and require little willpower. Injunctive norms however, are about behaving for the approval of others. This requires more systematic thinking and the resolution of conflicting motives, which requires effortful self-control. This difference exists even if the behavior advocated by the norms is absolutely identical. Therefore it is important to choose the norms you use in a campaign carefully and not to use the injunctive norm when the target audience in the target situation is, for example, depleted of willpower.

Whose norms are most influential?

Similarity

In every situation there are numerous groups that individuals might follow. The question is which groups a communicator should focus on when they convey social norms. It seems similarity in identity to the reference group is an important factor, for example similarity in attitudes, gender, ethnicity, age, or values.

Location and local norms

Aside from similarity, it seems location is also an important factor: following the descriptive norms of one’s local setting and circumstances leads to more accurate and effective decision-making than following more global descriptive norms. “When in Rome, do as the Romans do” applies here. The effect of adhering to local norms is strengthened when the descriptive norm is phrased in terms of a group that is more similar to the target individual.

The most effective use of descriptive norm

Communicators wanting to use the descriptive norm in their appeal should ensure that the norms are originating from a group that is as situationally similar to the intended audience’s circumstances or environment as possible. The more specific to the situation and location of the target audience, the more successful. Local campaigns therefore work better than more global ones, as a local reference group has the most similarities with the target audience.

BulletPoints

• The focus theory of normative conduct was developed to better predict when and which social norms will exert influence. It has two central propositions: (1) There are two different types of norms, descriptive and injunctive, which can have considerably different effects on behavior depending on the situation, and (2) Any given norm is likely to influence behavior to the extent that it is salient, or currently present in one’s mind.
• Descriptive norms refer to what is commonly done (by others) in a given situation, they inform individuals of what is likely to be an effective or adaptive course of action in that situation. Injunctive norms refer to what is commonly approved or disapproved within the culture (or smaller groups), behavior is motivated through informal social rewards and punishments attached to the behavior.
• If a communicator does not want his campaign to backfire, he should frame the descriptive norm in terms of the desired behavior, instead of highlighting the undesirable behavior. This is favorable when the majority of people perform the desired behavior. If that behavior is only performed by a minority of people, he could communicate simply that the target behavior is strongly disapproved, without providing data on what the majority of people are doing.
• Communicators wanting to use the descriptive norm in their appeal should ensure that the norms are originating from a group that is as situationally similar to the intended audience’s circumstances or environment as possible. The more specific to the situation and location of the target audience, the more successful.

ExamTickets

Make sure you know what the theory of normative conduct entails, and what its two propositions are. Understand the difference between the two types of social norms and how they can affect people differently in various situations. Finally, pay attention to how you can make the most effective use of social norms.