Social Norms
As discussed previously, social roles are defined by a culture’s shared knowledge of what is expected behavior of an individual in a specific role. This shared knowledge comes from social norms.
social norms
A social norm is a group’s expectation of what is appropriate and acceptable behavior for its members—how they are supposed to behave and think (Deutsch & Gerard, 1955; Berkowitz, 2004). How are we expected to act? What are we expected to talk about? What are we expected to wear?
In our discussion of social roles we noted that colleges have social norms for students’ behavior in the role of student and workplaces have social norms for employees’ behaviors in the role of employee. Social norms are everywhere including in families, gangs, and on social media.
Tweens, Teens, and Social Norms
One psychologist and mother recounted this story:
“My 11-year-old daughter, Jessica, recently told me she needed shorts and shirts for the summer, and that she wanted me to take her to a store at the mall that is popular with preteens and teens to buy them. I noticed that many girls have clothes from that store, so I tried teasing her. I said, “All the shirts say the same name brand on the front. If you are wearing a shirt like that and you have a substitute teacher, won’t the substitute teacher think that’s your name?”
My daughter replied, in typical 11-year-old fashion, “Mom, you are not funny. Can we please go shopping?”
I tried a different tactic. I asked Jessica if having clothing from that particular store will make her popular. She replied, “No, it will not make me popular. It is what the popular kids wear. It will make me feel happier.”
How can a label or brand make someone feel happier? Consider what you’ve learned about lifespan development. What is it about preteens and young teens that makes them desperately want to fit in? Adolescence is a period of identity formation characterized by heightened sensitivity to peer acceptance. During this developmental stage, conforming to peer norms can reduce anxiety about social rejection and provide a sense of belonging.
Does this change over time? Think back to your high school experience, or look around your college campus. What name-brand clothing dominates? While the intensity often decreases with age, social norms about appearance continue to influence behavior throughout adulthood. Media messages constantly communicate standards for how to fit in, what to wear, what to buy, and how to present ourselves.
Dynamic Norms: Leveraging Change to Promote New Behaviors
One particularly promising avenue in social norms research is the use of dynamic norms—information about how behaviors are changing over time rather than just how prevalent they are currently. Research by Sparkman and Walton (2017) demonstrated that dynamic norms can motivate sustainable behavior even when the behavior is still uncommon.
In their studies on meat consumption, exposure to dynamic norms (e.g., “More and more people are choosing to eat less meat”) doubled meatless lunch orders at a café compared to traditional static norms (“some people make an effort to limit their meat consumption”)—34% versus 17%.[1]
The Power of Preconformity
The power of dynamic norms lies in what researchers call “preconformity”—people anticipate a changed future and increase the perceived importance of a behavior, particularly when they see change in others’ behavior as reflecting effort. In essence, dynamic norms help people identify emerging trends and “get on board” with behaviors that appear to be gaining momentum.
Dynamic norms may be particularly effective because they suggest that people with current habits can change. When people see others changing, they think, “Well, I suppose that person felt there are strong enough reasons to change.” This makes change seem more feasible and socially valued, even before the new behavior becomes mainstream.
Can you think of an example of a behavior you changed or a trend you jumped on because you anticipated it was becoming more popular?
Scripts
Because of social roles and norms, people develop knowledge about how to behave in specific, familiar settings. This knowledge is organized into scripts.
script
A script is a person’s knowledge about the sequence of events expected in a specific setting (Schank & Abelson, 1977). Scripts are mental blueprints that guide our behavior in routine situations.
Scripts in Action
How do you act on the first day of school? When you walk into an elevator? When you’re at a restaurant? These situations activate specific scripts that tell us what to do.
For example, consider the restaurant script in the United States: You wait to be seated, review the menu, order from the server, eat your meal, request the check, pay, and leave a tip. If you want the server’s attention, you try to make eye contact or raise your hand slightly. In Brazil, however, you would make the sound “psst” to get the server’s attention.
These examples reveal cultural differences in scripts. To an American, saying “psst” to a server might seem rude. To a Brazilian, trying to make eye contact might not seem like an effective strategy. Both approaches work within their respective cultural contexts because they follow shared scripts.
Why Scripts Matter
Scripts are important sources of information that guide behavior in familiar situations. Can you imagine being in an unfamiliar situation without a script for how to behave? This creates discomfort and confusion. When traveling to a new culture or entering an entirely new social situation—a formal dinner, a courtroom, a religious ceremony you’ve never attended—the absence of clear scripts can be anxiety-provoking.
How can you learn about social norms and scripts in unfamiliar situations? Observation is key. Watch what others do. Ask questions. Read cultural guides. Over time, you’ll internalize new scripts that allow you to navigate these situations with confidence.
- Sparkman, G., & Walton, G. M. (2017). Dynamic norms promote sustainable behavior, even if it is counternormative. Psychological Science, 28(11), 1663–1674. https://doi.org/10.1177/0956797617719950 ↵