Norm Dynamics: Interdisciplinary Perspectives on Social Norm Emergence, Persistence, and Change

Social norms are the glue that holds society together, yet our knowledge of them remains heavily intellectually siloed. This article provides an interdisciplinary review of the emerging field of norm dynamics by integrating research across the social sciences through a cultural-evolutionary lens. After reviewing key distinctions in theory and method, we discuss research on norm psychology—the neural and cognitive underpinnings of social norm learning and acquisition. We then overview how norms emerge and spread through intergenerational transmission, social networks, and group-level ecological and historical factors. Next, we discuss multilevel factors that lead norms to persist, change, or erode over time. We also consider cultural mismatches that can arise when a changing environment leads once-beneficial norms to become maladaptive. Finally, we discuss potential future research directions and the implications of norm dynamics for theory and policy.

Social Norms

Social norms, the informal rules that govern behavior in groups andsocieties, have been extensively studied in the social sciences.Anthropologists have described how social norms function in differentcultures (Geertz 1973), sociologists have focused on their socialfunctions and how they motivate people to act (Durkheim 1895 [1982],1950 [1957]; Parsons 1937; Parsons & Shils 1951; James Coleman1990; Hechter & Opp 2001), and economists have explored howadherence to norms influences market behavior (Akerlof 1976; Young1998a). More recently, also legal scholars have touted social norms asefficient alternatives to legal rules, as they may internalizenegative externalities and provide signaling mechanisms at little orno cost (Ellickson 1991; Posner 2000).

How social norms emerge: The interindividual actor–critic.

Children's Acquisition and Application of Norms

All human societies are permeated by collectively shared entities that govern daily social interactions and promote coordination and cooperation: norms. While the study of norm development is not new to developmental psychology, it has only recently been the target of an interdisciplinary wave of research using new methodologies and (often) complementary theoretical accounts to describe and explain the origins and potentially species-unique aspects of human norm psychology. Here we review recent developmental research showing that young children swiftly acquire and infer norms in a variety of social contexts. Moreover, children actively enforce these norms, even as unaffected bystanders, when third parties do things the wrong way. This research suggests that the foundations of human norm psychology can be found in early childhood. Deeper insights into the ontogenetic roots of norm psychology may contribute to understanding the evolutionary emergence of human cooperation and its maintenance in the contemporary world.

Rethinking Norm Psychology

Norms permeate human life. Most of people’s activities can be characterized by rules about what is appropriate, allowed, required, or forbidden—rules that are crucial in making people hyper-cooperative animals. In this article, I examine the current cognitive-evolutionary account of “norm psychology” and propose an alternative that is better supported by evidence and better placed to promote interdisciplinary dialogue. The incumbent theory focuses on rules and claims that humans genetically inherit cognitive and motivational mechanisms specialized for processing these rules. The cultural-evolutionary alternative defines normativity in relation to behavior—compliance, enforcement, and commentary—and suggests that it depends on implicit and explicit processes. The implicit processes are genetically inherited and domain-general; rather than being specialized for normativity, they do many jobs in many species. The explicit processes are culturally inherited and domain-specific; they are constructed from mentalizing and reasoning by social interaction in childhood. The cultural-evolutionary, or “cognitive gadget,” perspective suggests that people alive today—parents, educators, elders, politicians, lawyers—have more responsibility for sustaining normativity than the nativist view implies. People’s actions not only shape and transmit the rules, but they also create in each new generation mental processes that can grasp the rules and put them into action.

How we learn social norms: a three-stage model for social norm learning

As social animals, humans are unique to make the world function well by developing, maintaining, and enforcing social norms. As a prerequisite among these norm-related processes, learning social norms can act as a basis that helps us quickly coordinate with others, which is beneficial to social inclusion when people enter into a new environment or experience certain sociocultural changes. Given the positive effects of learning social norms on social order and sociocultural adaptability in daily life, there is an urgent need to understand the underlying mechanisms of social norm learning. In this article, we review a set of works regarding social norms and highlight the specificity of social norm learning. We then propose an integrated model of social norm learning containing three stages, i.e., pre-learning, reinforcement learning, and internalization, map a potential brain network in processing social norm learning, and further discuss the potential influencing factors that modulate social norm learning. Finally, we outline a couple of future directions along this line, including theoretical (i.e., societal and individual differences in social norm learning), methodological (i.e., longitudinal research, experimental methods, neuroimaging studies), and practical issues.

Norms in the Wild: How to Diagnose, Measure, and Change Social Norms

Abstract. Norms in the Wild takes a unique look at social norms, answering questions about diagnosis (how can we tell that a shared practice is a social no

The Psychology of Normative Cognition

From an early age, humans exhibit a tendency to identify, adopt, andenforce the norms of their local communities. Norms are the socialrules that mark out what is appropriate, allowed, required, orforbidden in different situations for various community members. Theserules are informal in the sense that although they are sometimesrepresented in formal laws, like the rule governing which side of theroad to drive on, they need not be explicitly codified to effectivelyinfluence behavior. There are rules that forbid theft or the breakingof promises, but also rules that govern how close it is appropriate tostand to someone while talking to them, or how loud one should talkduring the conversation. Thus understood, norms regulate a wide rangeof activity. They exhibit cultural variability in their prescriptionsand proscriptions, but the presence of norms in general appears to beculturally universal. Some norms exhibit characteristics that areoften associated with morality, such as a rule that applies toeveryone and prohibits causing unnecessary harm. Other norms applyonly to certain people, such as those that delimit appropriateclothing for members of different genders, or those concerning theexpectations and responsibilities ascribed to individuals who occupypositions of leadership. The norms that prevail in a community can bemore or less fair, reasonable, or impartial, and can be subject tocritique and change.

From information free-riding to information sharing: how have humans solved the cooperative dilemma at the heart of cumulative cultural evolution?

Abstract. Cumulative cultural evolution, where populations accumulate ever-improving knowledge, technologies and social customs, is arguably a unique featu

Norms: An Integrated Framework

Norms are a foundational concept in sociology. Following a period of skepticism about norms as overly deterministic and as paying too little attention to social conflict, inequalities, and agency, the past 20 years have seen a proliferation of norms research across the social sciences. Here we focus on the burgeoning research in sociology to answer questions about where norms come from, why people enforce them, and how they are applied. To do so, we rely on three key theoretical approaches in the literature—consequentialist, relational, and agentic. As we apply these approaches, we explore their implications for what are arguably the two most fundamental issues in sociology—social order and inequality. We conclude by synthesizing and building on existing norms research to produce an integrated theoretical framework that can shed light on aspects of norms that are currently not well understood—in particular, their change and erosion.

The evolution of cultural adaptations: Fijian food taboos protect against dangerous marine toxins

The application of evolutionary theory to understanding the origins of our species' capacities for social learning has generated key insights into cultural evolution. By focusing on how our psychology has evolved to adaptively extract beliefs and practices by observing others, theorists have hypothesized how social learning can, over generations, give rise to culturally evolved adaptations. While much field research documents the subtle ways in which culturally transmitted beliefs and practices adapt people to their local environments, and much experimental work reveals the predicted patterns of social learning, little research connects real-world adaptive cultural traits to the patterns of transmission predicted by these theories. Addressing this gap, we show how food taboos for pregnant and lactating women in Fiji selectively target the most toxic marine species, effectively reducing a woman's chances of fish poisoning by 30 per cent during pregnancy and 60 per cent during breastfeeding. We further analyse how these taboos are transmitted, showing support for cultural evolutionary models that combine familial transmission with selective learning from locally prestigious individuals. In addition, we explore how particular aspects of human cognitive processes increase the frequency of some non-adaptive taboos. This case demonstrates how evolutionary theory can be deployed to explain both adaptive and non-adaptive behavioural patterns.

Differences Between Tight and Loose Cultures: A 33-Nation Study

The differences across cultures in the enforcement of conformity may reflect their specific histories. , With data from 33 nations, we illustrate the differences between cultures that are tight (have many strong norms and a low tolerance of deviant behavior) versus loose (have weak social norms and a high tolerance of deviant behavior). Tightness-looseness is part of a complex, loosely integrated multilevel system that comprises distal ecological and historical threats (e.g., high population density, resource scarcity, a history of territorial conflict, and disease and environmental threats), broad versus narrow socialization in societal institutions (e.g., autocracy, media regulations), the strength of everyday recurring situations, and micro-level psychological affordances (e.g., prevention self-guides, high regulatory strength, need for structure). This research advances knowledge that can foster cross-cultural understanding in a world of increasing global interdependence and has implications for modeling cultural change.

A bias for social information in human cultural transmission

Evolutionary theories concerning the origins of human intelligence suggest that cultural transmission might be biased toward social over non‐social information. This was tested by passing social and non‐social information along multiple chains of participants. Experiment 1 found that gossip, defined as information about intense third‐party social relationships, was transmitted with siginificantly greater accuracy and in significantly greater quantity than equivalent non‐social information concerning individual behaviour or the physical environment. Experiment 2 replicated this finding controlling for narrative coherence, and additionally found that information concerning everyday non‐gossip social interactions was transmitted just as well as the intense gossip interactions. It was therefore concluded that human cultural transmission is biased toward information concerning social interactions over equivalent non‐social information.

Handbook of Evolutionary Psychology

‘This Handbook is refreshingly different. While including requisite chapters on subfields within evolutionary psychology, it also includes chapters on evolutionary psychology’s influence on other disciplines (e.g., Anthropology, Criminology), and retrospectives on six foundational studies. And perhaps most innovative, chapters are written by an international collection of up-and-coming scholars who give their take on the current and future state of evolutionary psychology.’ – David F. Bjorklund, Florida Atlantic University, USA

Learning how to behave: cognitive learning processes account for asymmetries in adaptation to social norms

Changes to social settings caused by migration, cultural change or pandemics force us to adapt to new social norms. Social norms provide groups of individuals with behavioural prescriptions and therefore can be inferred by observing their behaviour. This work aims to examine how cognitive learning processes affect adaptation and learning of new social norms. Using a multiplayer game, I found that participants initially complied with various social norms exhibited by the behaviour of bot-players. After gaining experience with one norm, adaptation to a new norm was observed in all cases but one, where an active-harm norm was resistant to adaptation. Using computational learning models, I found that active behaviours were learned faster than omissions, and harmful behaviours were more readily attributed to all group members than beneficial behaviours. These results provide a cognitive foundation for learning and adaptation to descriptive norms and can inform future investigations of group-level learning and cross-cultural adaptation.