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Even arbitrary norms influence moral decision-making.

Campbell Pryor1, Amy Perfors1, Piers D L Howe2

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People conform to social norms, even arbitrary ones, because group self-identity is a key driver. This descriptive norm effect highlights the importance of belonging in behavior.

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Area of Science:

  • Social Psychology
  • Behavioral Economics
  • Sociology

Background:

  • The descriptive norm effect describes the tendency for individuals to imitate common behaviors.
  • This phenomenon is utilized to promote prosocial behaviors, such as organ donation.
  • The underlying psychological mechanisms driving norm adherence remain incompletely understood.

Purpose of the Study:

  • To investigate the psychological drivers of conformity to social norms, particularly arbitrary ones.
  • To determine if self-identity influences adherence to descriptive norms.
  • To evaluate existing theories of norm adherence against empirical findings.

Main Methods:

  • Participants were exposed to arbitrary social norms across various contexts.
  • Conformity levels were measured while controlling for potential confounds like anchoring and mere-exposure effects.
  • The relationship between self-identification with the norm-exhibiting group and conformity was analyzed.

Main Results:

  • Individuals conform to social norms even when aware they are arbitrary and do not reflect genuine preferences.
  • Conformity to arbitrary norms is significantly predicted by the degree of self-identification with the relevant social group.
  • Established explanations (informational and social sanction accounts) do not fully account for the observed conformity patterns.

Conclusions:

  • Self-identity plays a crucial role in the adherence to descriptive social norms.
  • Existing theories of norm adherence require augmentation to incorporate the influence of self-identity.
  • Understanding the role of self-identity can refine interventions aimed at leveraging social norms for prosocial outcomes.