Why do people oppose new rules? Policy change, norm change, and public outrage

Social norms are guiding principles of society, affecting collective and individual conduct by defining the line between acceptable and deviant behavior. Top-down regulations often aim to redefine what is considered appropriate in groups by imposing new rules that either restrict or mandate certain behaviors. These regulations may transform into socially shared and peer-enforced norms. However, resistance from individuals and groups can impede such changes, leading to opposition and social conflicts. By distinguishing between individual-level (i.e., preferences, reactance, and habits) and group-level factors (e.g., second-order beliefs), we review psychological processes to identify who is prone to resist top-down rule changes and why. Thereby, we develop a heuristic model summarizing when new rules can evolve into social norms, facilitating genuine normative change.