Following the crowd in times of crisis: Descriptive norms predict physical distancing, stockpiling, and prosocial behavior during the COVID-19 pandemic

Individuals engage in a variety of behavioral responses to cope with the COVID-19 pandemic, from complying with or transgressing against physical distancing regulations, to stockpiling or prosocial behavior. We predicted that particularly descriptive social norms are important in driving pandemic-related behavior as they offer guidelines in times of insecurity and crisis. To investigate this assumption, we conducted a longitudinal survey with two measurement points ( n = 1,907) in Germany during the spring of 2020. Results show that descriptive norms (perceived behavior of close others) positively predicted future transgression against distancing regulations, stockpiling, and prosocial behavior over time. In our analysis, we account for previous behavior as well as other potential predictors (subjective threat, personality). In sum, our findings highlight the power of descriptive norms in increasing compliance with pandemic-related regulations and promoting future prosocial behavior.

A Conclusion, Yet an Opening to Enriching the Normative Approach of Culture

We compile in this article the target article authors’ thoughtful responses to the commentaries. Their responses identify some common threads across the rich contents of the commentary pieces, interlink the observation and theoretical propositions in the commentaries with broader streams of research, present new perspectives inspired by the commentary contributors, and pose provocative questions to further ignite research efforts on the normative analysis of culture.