Example
People may be influenced by what others do or what they believe others approve of.
The catch
Actual behaviour and perceived approval are different kinds of norm.
In more depth
Social norm, explained.
Social norms shift behaviour most reliably when what people see others doing and what they believe others approve of point the same way. Researchers call these descriptive and injunctive norms. When a sustainable behaviour is still uncommon, pointing to its growth can help. A trend message, saying that more people make the change each year, shows the direction of travel without implying the change is rare.
Norm feedback can backfire. Telling low energy users that they use less than average can lead some to use more, unless the message adds approval for their low use. Perceived norms are often wrong, as pluralistic ignorance shows, and measuring what a group thinks should come first. Norms can also shift abruptly once a behaviour becomes visible enough, the idea behind a social tipping point.