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Six Degrees of Social InfluenceScience, Application, and the Psychology of Robert Cialdini$
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Douglas T. Kenrick, Noah J. Goldstein, and Sanford L. Braver

Print publication date: 2012

Print ISBN-13: 9780199743056

Published to Oxford Scholarship Online: March 2015

DOI: 10.1093/acprof:osobl/9780199743056.001.0001

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Social Norms

Social Norms

A How-To (and How-Not-To) Guide

Chapter:
(p.68) Chapter 7 Social Norms
Source:
Six Degrees of Social Influence
Author(s):

Noah J. Goldstein

Chad R. Mortensen

Publisher:
Oxford University Press
DOI:10.1093/acprof:osobl/9780199743056.003.0007

This chapter examines the sometimes subtle ways in which we look to other people's decisions to inform our own. Drawing on Robert Cialdini's focus theory of normative conduct, it explores how social norms influence human behavior. It considers the constructive, destructive, and reconstructive power of social norms and how descriptive and injunctive norms work. Given that there are numerous groups out there that individuals might follow, the chapter also asks whose norms are most influential.

Keywords:   focus theory, normative conduct, Robert Cialdini, social norms, human behavior, descriptive norms, injunctive norms

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