Harden Elkington
Social norms are the unwritten rules that govern how we behave in different situations.
They are the unspoken expectations that influence our actions, from what we wear to how we interact with others.
But did you know that social norms can have a profound impact on our decision-making processes?
In this article, we will explore the ways in which social norms shape our choices and how we can be more aware of their influence.
Why People Conform to Social Norms
People conform to social norms for a variety of reasons. These include:
The fear of rejection
Social ostracization is a primal fear.
We are hardwired to seek acceptance and avoid exclusion.
Conforming to social norms helps us feel like we belong and reduces the risk of being rejected by the group.
This fear of being an outsider is particularly strong during adolescence when social connection is crucial for development.
The desire for social approval
Humans have a basic need for social approval.
By conforming to social norms, we signal our willingness to cooperate and contribute to the group.
This, in turn, increases our chances of gaining acceptance, respect, and potentially even leadership within the group.
The power of social proof
We often use the behavior of others as a cue for what is appropriate or acceptable.
If everyone around us is doing something, we tend to assume it’s the right thing to do.
This is known as social proof, and it’s a powerful tool for influencing behavior.
Internalization of norms
Sometimes, conformity goes beyond simply wanting to fit in.
Over time, repeated exposure to social norms can lead to their internalization.
We start to believe that the norm is not just an expectation, but the right way to behave.
This can be particularly true for cultural norms that are ingrained from a young age.
Cognitive processes
Conforming can also be a way to simplify decision-making.
When faced with a situation where the appropriate behavior is unclear, conforming to the norm can be a quick and easy solution.
It saves us the mental effort of analyzing the situation and coming up with our own plan.
Different Types of Social Norms
Social norms greatly impact how we behave and make decisions in different situations.
Let’s explore some common types of social norms:
Descriptive norms
These norms show how people typically act in a specific setting.
They reflect what’s commonly seen or done within a group or community.
For instance, if most people at a party wear casual clothes, then it’s the norm to dress casually.
Descriptive norms help us understand what’s considered normal or acceptable behavior, guiding our actions in similar situations.
Injunctive norms
Injunctive norms tell us how we’re supposed to behave in a given situation.
They represent society’s expectations or standards for proper conduct.
For example, if everyone at a party agrees that formal attire is inappropriate, then the norm is to dress casually.
Injunctive norms serve as guidelines, indicating what’s morally or socially acceptable within a specific group or culture.
Comparative norms
Comparative norms involve comparing our behavior to that of others, often leading to social comparison and conformity.
When we see others doing something, we might feel pressured to follow suit to fit in.
For instance, if everyone around us is wearing a certain style of clothing, we might feel compelled to do the same to avoid standing out.
Comparative norms highlight the influence of peer behavior on our decisions and emphasize the importance of social acceptance.
How Social Norms Influence Decisions
Social norms play a significant role in shaping decision-making processes.
They can influence individuals to conform, comply, or resist, depending on various factors such as normative and informational social influence, cultural variations, and personal motivations.
Here are some key points on how social norms influence decisions:
Normative influence
Social norms can shape our perceptions of what is considered acceptable or appropriate behavior.
We often rely on these norms as reference points when making decisions, as deviating from them can lead to disapproval or social sanctions.
Role of culture
Social norms are deeply rooted in cultural contexts and can vary significantly across different societies.
Cultural norms shape our values, beliefs, and expectations, influencing our decision-making processes in profound ways.
Compliance and conformity
Social norms can lead to compliance and conformity, where individuals adjust their behavior to fit in with the norms of their peer group.
This can be driven by factors such as personal values, beliefs, or the desire for social harmony.
Neuro-cognitive perspective
Research suggests that confrontation with social norms changes individual decisions via mechanisms in the brain’s reward system.
Making a decision congruent with social norms increases activity in areas of the brain’s reward system, while making a decision incongruent with the social norm increases activity in brain areas processing punishment, conflict, and negative prediction errors.
Examples of Social Norms in Different Cultures
Social norms vary widely across cultures and contexts. Here are some examples of social norms from different cultures:
Japan
- Bowing instead of shaking hands when greeting someone
- Removing shoes before entering a home or certain public places
- Eating quietly and with small bites
- Using chopsticks correctly
- Not blowing your nose in public
Brazil
- Cheek kissing as a greeting
- Sharing food from a communal dish
- Being expressive with body language
- Being late is acceptable
- Soccer as a social activity
Germany
- Punctuality is highly valued
- Formal titles like “Herr” and “Frau” are used
- Not jaywalking
- Separating trash
- Shaking hands as a greeting
Russia
- Not smiling at strangers
- Bringing a gift when visiting someone’s home
- Toasting before drinking
- Not whistling indoors
- Sitting down before a journey
Australia
- Casual greetings like “G’day”
- Bringing a “plate” when invited to someone’s home
- Respecting nature
- Mateship (friendship) is valued
- No tipping in restaurants or bars
When Norms Can Be Challenged
There are times when norms are not only appropriate but also beneficial to question and challenge these norms.
Let’s explore some situations where pushing against the status quo can be the right choice:
Ethical dilemmas
In instances where social norms conflict with our moral values, it’s crucial to take a stand.
For example, if a workplace norm involves falsifying data, adhering to it would compromise ethical principles.
In such cases, challenging the norm and advocating for honesty and integrity becomes paramount.
Inequality and injustice
Social norms can often perpetuate inequalities and injustices within society.
For instance, norms that discourage women from pursuing careers in STEM fields can limit their opportunities for advancement.
By challenging these norms, we can work towards creating a more equitable and inclusive society.
Outdated traditions
Traditions rooted in outdated beliefs can impede personal growth and progress.
For instance, norms that prioritize blind obedience to authority figures may stifle critical thinking and individual expression.
Questioning and challenging such traditions can open the door to embracing new perspectives and fostering personal autonomy.
Stifling creativity and progress
Rigidity in social norms can hinder innovation and hinder societal progress.
Norms that discourage questioning authority may stifle creativity and limit the exploration of new ideas.
By challenging these norms, we can create an environment that encourages innovation, diversity of thought, and continuous improvement.
Promoting authenticity and individuality
Social norms often pressure individuals to conform, suppressing their authentic selves.
Norms dictating rigid dress codes, for example, may restrict self-expression and individuality.
Challenging these norms allows individuals to embrace their uniqueness and feel empowered to express themselves authentically.
How to Be More Aware of Social Norms
Being more aware of social norms can be a powerful tool for making more informed decisions.
Here are a few strategies you can use to become more aware of the norms that influence your decisions:
Pay attention to your surroundings
Take the time to observe the people around you and the behaviors they exhibit.
Notice how individuals interact, dress, and communicate in different settings.
By paying attention to these cues, you can gain insights into the unwritten rules that govern social interactions in various contexts.
Question your assumptions
Challenge the notion that the norms you observe are the only acceptable way to behave.
Instead of accepting them blindly, take a critical approach and question your assumptions.
Consider alternative perspectives and recognize that norms can vary across cultures, communities, and individuals.
Reflect on personal experiences
Reflect on your own experiences and how social norms have influenced your decisions and actions in the past.
Consider moments when you felt pressure to conform or deviate from established norms.
By examining these experiences, you can gain a deeper understanding of the role that norms play in shaping your behavior.
Seek diverse perspectives
Engage with individuals from diverse backgrounds and cultures to gain insight into different sets of social norms.
Listen to their stories and experiences to broaden your understanding of how norms can vary across different groups and contexts.
Embracing diversity can help you develop a more nuanced understanding of social behavior.
Be willing to challenge
Don’t shy away from challenging norms that you believe are outdated, unjust, or harmful.
Speak up against behaviors or practices that perpetuate inequality, discrimination, or injustice.
Challenging norms can be a powerful catalyst for positive change and can lead to more inclusive and equitable social environments.
Conclusion
Social norms have a significant impact on our decision-making processes.
By understanding how social norms influence our decisions and by being more aware of the norms that influence our choices, we can make more informed decisions and work to create a more just and equitable society.
