How Different Uses of Social Media Inform Perceptions of Offline Social Norms and Changes in Vaccine Intentions

As the boundaries between our online and offline lives are increasingly blurred, it is important to attend to the ways in which online behaviors shape our offline perceptions and actions. While a great deal of health communication research has examined the effects of exposure to specific social media content, it is also important to investigate how broader patterns of everyday social media use may affect perceptions of health norms and behaviors in different ways. In this panel survey, we explored how using social media for informational, connection, and aspirational purposes affected perceptions of COVID-19 vaccination norms and changes in vaccine intentions between December 2020 and March 2021 in the US Using social media to seek information and to connect with others positively influenced vaccine intentions via strengthening perceptions of offline social norms supporting vaccination. These findings highlight how social media use is integrated with and informs our offline lives, as well as the important role apolitical social media use plays in shaping attitudes toward politicized science.

Social Norms for Cannabis Use After Nonmedical Legalization in Canada

INTRODUCTION

Social norms play an important role in cannabis use; however, there is little evidence on how social norms change in jurisdictions that legalize cannabis. This study examined trends in social norms before and after legalization of nonmedical cannabis in Canada in 2018.

METHODS

Data are from the International Cannabis Policy Study, a series of cross-sectional surveys conducted annually with Canadian respondents aged 16-65 years. Analyses were conducted in 2023 and included data from 58,045 respondents across 4 waves: the year immediately before legalization (2018) and 3 post-legalization waves (2019-2021). Regression models examined trends in injunctive norms (perceived approval of cannabis) and comfort in using cannabis in six different social contexts, adjusting for cannabis use frequency, medical authorization, and sociodemographic covariates.

RESULTS

Perceived social approval of cannabis use and comfort using cannabis in different social contexts was highest among males, frequent cannabis consumers, and those who reported medical authorization (p<0.05 in all cases). No changes in perceived approval were observed across years, except a temporary decrease in 2020 versus 2018 (OR=0.87, 95% CI=0.80, 0.95). Modest increases in comfort of using cannabis in 6 different social contexts were observed in 2019 (ß=0.10, p=0.001), 2020 (ß=0.10, p=0.001), and 2021 (ß=0.12, p<0.001) versus in 2018.

CONCLUSIONS

Social norms have remained relatively stable after nonmedical legalization in Canada, with only modest increases in comfort of using cannabis in different social settings. The findings may reflect widespread cannabis use in Canada prior to nonmedical legalization in 2018 as well as comprehensive restrictions on promotion and advertising.

Social Acceptability of Health Behavior Posts on Social Media: An Experiment

INTRODUCTION

Social media sites like Twitter (now X) are increasingly used to create health behavior metrics for public health surveillance. Yet little is known about social norms that may bias the content of posts about health behaviors. Social norms for posts about four health behaviors (smoking tobacco, drinking alcohol, physical activity, eating food) on Twitter/X were evaluated.

METHODS

This was a randomized experiment delivered via web-based survey to adult, English-speaking Twitter/X users in three Michigan, USA, counties from 2020 to 2022 (n=559). Each participant viewed 24 posts presenting experimental manipulations regarding four health behaviors and answered questions about each post's social acceptability. Principal component analysis was used to combine survey responses into one perceived social acceptability measure. Linear mixed models with the Benjamini-Hochberg correction were implemented to test seven study hypotheses in 2023.

RESULTS

Supporting six hypotheses, posts presenting healthier (CI: 0.028, 0.454), less stigmatized behaviors (CI: 0.552, 0.157) were more socially acceptable than posts regarding unhealthier, stigmatized behaviors. Unhealthy (CI: -0.268, -0.109) and stigmatized behavior (CI: -0.261, -0.103) posts were less acceptable for more educated participants. Posts about collocated activities (CI: 0.410, 0.573) and accompanied by expressions of liking (CI: 0.906, 1.11) were more acceptable than activities undertaken alone or disliked. Contrary to one hypothesis, posts reporting unusual activities were less acceptable than usual ones (CI: -0.472, 0.312).

CONCLUSIONS

Perceived social acceptability may be associated with the frequency and content of health behavior posts. Users of Twitter/X and other social media platform posts to estimate health behavior prevalence should account for potential estimation biases from perceived social acceptability of posts.

Injunctive norms as social pressures: Does autonomy support moderate the relationship between injunctive norms and autonomy satisfaction in physical activity?

Objective: Despite the usefulness of social norms for changing behaviour, injunctive norms (i.e., perceptions of what others approve) from significant others tend to be a weak predictor of physical activity (PA) engagement. A potential explanation is that injunctive norms encompass pressuring social influence that undermines autonomous PA engagement. This study examined whether injunctive norms from significant others undermine individuals' autonomy satisfaction during the pursuit of PA engagement, and whether this effect is moderated by the degree to which significant others offer concurrent autonomy support. Design: Online questionnaires. Measures: Participants' perceptions of injunctive norms and autonomy support from significant others, autonomy satisfaction, behaviour regulation, PA intentions, and weekly PA frequency were assessed at baseline (N = 497) and after two weeks (N = 351). Results: Autonomy support positively related to autonomy satisfaction, whereas injunctive norms were negatively related to autonomy satisfaction. Though the statistical significance of interaction effects was inconsistent across results, simple slopes suggested that the negative relationship between injunctive norms and autonomy satisfaction was attenuated at higher levels of autonomy support in models focusing on influence from parents and friends. Conclusion: When promoting others' PA, communicating direct social expectations/pressures may be ineffective.

Act generously when others do so: Majority influence on young children's sharing behavior

Children's sharing behavior is profoundly shaped by social norms within their society, and they can learn these norms by directly observing how most others share in their immediate environment. Here we systematically investigated the impact of majority influence on the sharing behavior of young Chinese children through three studies (N = 336, 168 girls). Four- and 6-year-olds were allowed to choose 10 favorite stickers and had an opportunity to engage in anonymous sharing. Before making the sharing decision, children were assigned to one of two conditions: watching a video in which three peers all shared 8 out of 10 stickers (i.e., the majority sharing condition) or making their decisions without watching the video (i.e., the control condition). Results showed that both the 4- and 6-year-old children shared more stickers in the majority sharing condition than in the control condition (Studies 1 & 2). Moreover, the influence of the majority had a stronger effect compared to the influence of a single role model. Children shared more stickers after observing three peers sharing, compared to watching one peer sharing three times (Study 2). Furthermore, children were less likely to copy the majority's non-sharing behavior when it came to giving away stickers without prosocial outcomes, which was particularly evident among 4-year-olds (Study 3). The results reveal that majority influence uniquely shapes children's sharing behavior and that children selectively follow the majority based on whether the behavior exhibits prosocial attributes. A video abstract of this article can be viewed at https://youtu.be/8qNNhf9754I?si=7YfpaFpcD_IjlXjJ RESEARCH HIGHLIGHTS: Observing a majority of three peers' unanimous generous sharing promoted sharing behavior in both 4- and 6-year-olds. The influence of three peers on children's sharing was stronger than that of one peer sharing three times. Four-year-olds, but not 6-year-olds, did not copy the non-sharing behavior of the majority as it did not lead to prosocial outcomes.

The model of norm-regulated responsibility for proenvironmental behavior in the context of littering prevention

Previous research suggests that descriptive norms positively influence proenvironmental behavior, including littering prevention. However, in some behavioral contexts, a weak descriptive norm may increase individuals' feelings of responsibility by signaling a need for action. We examined this effect in the context of litter prevention by conducting structural equation modeling of survey data from 1400 Singapore residents. The results showed that descriptive norms negatively predicted ascription of responsibility and were negatively related to littering prevention behavior via ascription of responsibility and personal norms. It also showed that strong injunctive norms can reduce the inhibitory effect of descriptive norms on ascription of responsibility. These findings were consistent with several hypotheses constituting the model of norm-regulated responsibility, a novel explanatory framework offering new insights and a more nuanced and comprehensive understanding of social norms' influence on proenvironmental behavior.

One step too far: social cerebellum in norm-violating navigation

Social norms are pivotal in guiding social interactions. The current study investigated the potential contribution of the posterior cerebellum, a critical region involved in perceiving and comprehending the sequential dynamics of social actions, in detecting actions that either conform to or deviate from social norms. Participants engaged in a goal-directed task in which they observed others navigating towards a goal. The trajectories demonstrated either norm-violating (trespassing forbidden zones) or norm-following behaviors (avoiding forbidden zones). Results revealed that observing social norm-violating behaviors engaged the bilateral posterior cerebellar Crus 2 and the right temporoparietal junction (TPJ) from the mentalizing network, and the parahippocampal gyrus (PHG) to a greater extent than observing norm-following behaviors. These mentalizing regions were also activated when comparing social sequences against non-social and non-sequential control conditions. Reproducing norm-violating social trajectories observed earlier, activated the left cerebellar Crus 2 and the right PHG compared to reproducing norm-following trajectories. These findings illuminate the neural mechanisms in the cerebellum associated with detecting norm transgressions during social navigation, emphasizing the role of the posterior cerebellum in detecting and signaling deviations from anticipated sequences.

Exploring the influence of context on social norms around Australian parents' food provision using story completion

OBJECTIVE

To explore the differences in social norms around parents' food provision in different provision contexts and by demographics.

DESIGN

Qualitative study using story completion methodology via an online survey in September 2021. Adults 18+ with or without children were randomised to one of three story stems focusing on food provision in different contexts; food provision at home (non-visitor), with visitors present and with the involvement of sport. Stories were coded and themed using thematic analysis. A content analysis was performed to determine count and frequency of codes in stories by participant demographics and story assumptions.

SETTING

Australia.

PARTICIPANTS

Adults (n 196).

RESULTS

Nine themes were identified from the data resulting in four social norms around providing healthy foods and justifying non-adherence to healthy eating guidelines, evolution of family life and mealtime values, the presence of others influencing how we engage with food provision and unhealthy foods used as incentives/rewards in sport. Following content analysis, no differences of themes or norms by participant demographics or story assumptions were found.

CONCLUSIONS

We identified pervasive social norms around family food provision and further identified how contextual factors resulted in variations or distinct norms. This highlights the impact context may have on the social norms parents face when providing food to their children and the opportunities and risks of leveraging these social norms to influence food choice in these contexts. Public health interventions and practitioners should understand the influence of context and social environments when promoting behaviour change and providing individualised advice. Future research could explore parents' experiences of these norms and to what extent they impact food choice.

How perceptions of meat consumption norms differ across contexts and meat consumer groups

Social norm perceptions are implicit standards describing what is typically done or seen as acceptable and have shown to be important both in sustaining meat consumption as well as facilitating meat reduction. Norm perceptions depend on individual differences and the contexts (e.g., supermarket, restaurant). Yet, evidence how norm perceptions differ within and across individuals is scarce. The primary aim of this study was to investigate how descriptive, injunctive, and personal norms perceptions favouring meat consumption differ across contexts and meat consumer groups. The second aim was to investigate how generic dynamic norm perceptions vary across meat consumer groups. British meat eaters (n = 1205, 25-65 years) participated in an online cross-sectional survey. Weekly meat, fish and meat substitute consumption was measured with the adapted Oxford Meat Frequency Questionnaire. All but dynamic norm perceptions were measured for the supermarket, restaurant and worksite cafeteria context. Dynamic norms were measured without a specified context. A two-step cluster analysis was conducted to identify meat consumer groups. Descriptive norm perceptions favouring meat consumption were strongest in supermarket and restaurant contexts, compared to the worksite cafeteria. Injunctive and personal norms favouring meat consumption were both perceived strongest in the supermarket, followed by the restaurant, and least in the worksite cafeteria context. Four meat consumer groups were identified and those with higher meat intake (i.e., Meat lovers and Exceeders) perceived norms favouring meat consumption stronger and norms favouring meat avoidance weaker than the groups with lower meat intake (i.e., Flexitarians and Moderates). While norm perceptions differed between meat consumer groups, the pattern of contextual differences is similar for these meat consumer groups. Our findings underscore the importance of considering contexts and meat consumer groups in efforts to reduce meat consumption.

Peer effects in weight-related behaviours of young people: A systematic literature review

Individual preferences and beliefs are perpetually shaped by environmental influences, with peers playing a key role in this dynamic process. Compelling evidence from qualitative and quantitative studies has highlighted the significant impact of peer influence on health-related decisions. This systematic literature review critically synthesises findings from 45 studies published between 2011 and 2022, providing a comprehensive understanding of the nature of peer effects on dietary, physical activity and sleep behaviours during youth. The majority of studies indicated that social norms drive directional changes in eating and physical activity. Yet, our analysis revealed a notable gap in exploring alternative mechanisms, including social comparison and social identity, despite their potential relevance. Studies, generally classified as moderate to high quality, predominantly relied on self-reported data, potentially affecting the validity and reliability of measures. Meta-regression analyses suggest a small, but significant association of sample size with the magnitude, sign and significance of the reported peer effects. Moreover, studies focusing on physical activity are more likely to report significant outcomes, whereas findings on peer influence on sleep-related studies tend to reveal less pronounced effects, compared to studies on dietary behaviours. Experimental designs do not appear to increase the likelihood of finding significant effects when compared to other study designs. In conclusion, this synthesis emphasises the need for further research into the underlying mechanisms on peer effects to better inform policy-makers in designing effective policies for improving weight-related behaviours in young people.

Deviancy Aversion and Social Norms

We propose that deviancy aversion-people's domain-general discomfort toward the distortion of patterns (repeated forms or models)-contributes to the strength and prevalence of social norms in society. Five studies (N = 2,390) supported this hypothesis. In Study 1, individuals' deviancy aversion, for instance, their aversion toward broken patterns of simple geometric shapes, predicted negative affect toward norm violations (affect), greater self-reported norm following (behavior), and judging norms as more valuable (belief). Supporting generalizability, deviancy aversion additionally predicted greater conformity on accuracy-orientated estimation tasks (Study 2), adherence to physical distancing norms during COVID-19 (Study 3), and increased following of fairness norms (Study 4). Finally, experimentally heightening deviancy aversion increased participants' negative affect toward norm violations and self-reported norm behavior, but did not convincingly heighten belief-based norm judgments (Study 5). We conclude that a human sensitivity to pattern distortion functions as a low-level affective process that promotes and maintains social norms in society.

Associations of Adolescent School Social Networks, Gender Norms, and Adolescent-to-Young Adult Changes in Male Gender Expression With Young Adult Substance Use

PURPOSE

Male gender expression (MGE), which is shaped by sociocultural pressures around masculinity, has been previously associated with health. This study examines associations of adolescent social network variables and school gender norms with MGE changes from adolescence to young adulthood, and associations of these changes with young adult substance use.

METHODS

Analyzing data from Waves I (1994-95, adolescents, aged 12-18) and IV (2008-09, young adults, 24-32) of a nationally representative longitudinal cohort study, male participants' MGE was assessed in each wave using a validated, empirically derived measure. Linear regression was used to evaluate associations of adolescent-to-young adult MGE changes between waves with adolescent social network characteristics and school gender norms. Logistic regression was used to examine associations between adolescent-to-young adult MGE changes and young adult substance uses (cigarette, marijuana, heavy alcohol, and recreational drug use, and prescription drug misuse).

RESULTS

Among 4,776 male participants, adolescent-to-young adult MGE changes were significantly associated with school gender norms such that adolescents whose MGE markedly departed from their schools' average exhibited greater MGE changes in the direction of their schools' average (β = -0.83, p < .01) relative to those who were more similar to school means. Adolescent-to-young adult increases in MGE were significantly associated with greater odds of all young adult substance use behaviors except prescription drug misuse.

DISCUSSION

Adolescents' MGE relative to other males at their school was associated with MGE changes toward school norms, with implications for young adult substance use. Adolescent gender norms may be an underexplored strategy for interventions to reduce substance misuse.

Alcohol and marijuana use, consequences, and perceived descriptive norms: Differences between two- and four-year college students

Objective: Among two-year college students, alcohol and marijuana use, related consequences, and risk factors for use are not well understood. We examined differences between two- and four-year students in alcohol and marijuana use, consequences, and perceived descriptive norms, and explored whether two-year status moderated associations between norms and use. Participants: Data were drawn from a cross-sectional subsample of two- and four-year students aged 18-23 (n = 517) participating in a longitudinal study on alcohol use. Results: Four-year students reported greater alcohol use and consequences than two-year students; two-year students reported greater marijuana use than four-year students. Perceived alcohol and marijuana norms were positively related with use; two-year status did not moderate these associations. Conclusions: Perceived alcohol and marijuana norms function similarly for two- and four-year students in terms of associations to actual use. Adapting normative interventions for two-year students may be an effective strategy for reducing high-risk use among this underserved population.

Modeling the Relationship Between Perceived Descriptive Norms and Willingness to Practice COVID-19 Preventative Behaviors: A Test of the Mediation and Moderation Mechanisms in the Theory of Normative Social Behavior

Social norm has been found to impact compliance with COVID-19 preventative behaviors, including handwashing, wearing a face mask, social distancing, and cleaning and disinfecting frequently touched surfaces. There is, however, a limited understanding of the social norm influence mechanisms and its boundary condition in the context of COVID-19. Guided by the theory of normative social behaviors (TNSB), this study conducted an online survey (N = 336) to examine whether perceived injunctive norms (PIN), outcome expectation (OE), group identity (GID), group orientation (GO), and cultural tightness-looseness (CTL) can moderate and/or mediate the relationship between perceived descriptive norms (PDN) and behavioral intentions (BI) to perform COVID-19 preventative behaviors in the United States. Results showed that whereas OE mediated the PDN-BI relationship to enact all four focal behaviors, PIN mediated the PDN-BI relationship for social distancing, wearing a face mask, and cleaning and disinfecting. However, inconsistent with the predictions, all five moderators (i.e. PIN, OE, GO, GID, and CTL) attenuated, instead of strengthening, the PDN-BI relationships for particular preventative behaviors. Theoretical and practical implications were discussed.

You're heartless, I'm less: self-image and social norms in moral judgment

Are moral judgments to sacrificial dilemmas shaped by a latent social norm? The present research addresses this issue. We report a set of six studies (plus a supplementary one) which question the existence of a social norm in the longstanding deontism/utilitarian debate by relying on two original tools, namely substitution technique and self-presentation paradigm. Study 1 showed that American participants asked to answer like most Americans would do gave more utilitarian responses than control participants who answered in their own name (Study 1). Study 2 showed that participants instructed to answer in a disapproval fashion were more utilitarian than both participants instructed to answer in an approval fashion and control participants. Importantly, no difference was observed between the approval and control conditions, suggesting that participants naturally align their moral judgments with a latent norm they think is the most socially desirable. Studies 3-5 explored in addition the effect of the activation of a deontism-skewed norm using the substitution instruction on subsequent impression formation. For the latter task, participants were instructed to evaluate a random participant selected from a previous study who gave utilitarian-like responses (Studies 3a-3b), or to evaluate a fictitious politician who endorsed either a deontic or utilitarian orientation (Studies 4-5). Although we consistently replicated the effect of substitution instruction, we failed to show that attempts to activate a norm in a given individual shaped their evaluation of other people who do not align with this norm. Finally, we report a mini meta-analysis targeting the pooled effect and homogeneity among our studies.

Electronic cigarette social norms among adolescents in New South Wales, Australia

The use of electronic cigarettes (e-cigarettes) is common and increasing, especially among youth. In 2022/2023, 30% of 12- to 17-year-olds reported ever using e-cigarettes in Australia-a >50% increase from 2017 (14%). Several adverse e-cigarette health effects have been identified and most effects remain unknown. Social norms, rules that govern social behaviours, are associated with current and future adolescent e-cigarette use. Understanding social norms in Australian adolescents is critical to the development of targeted and effective e-cigarette prevention activities. This study aims to explore e-cigarette social norms among adolescents living in New South Wales, Australia. A total of 32 online single or paired semi-structured qualitative interviews were conducted involving 46 participants aged 14-17 years, as part of the Generation Vape project. Reflexive thematic analysis was applied within a constructivist perceptive. Adolescents perceived e-cigarettes use as prolific among their peers, with use considered common, acceptable and normal. Fuelled by social exposure to e-cigarettes, 'everyone' was generally thought to be using them (descriptive norms). E-cigarette use was considered so entrenched that it was part of adolescent identity, with abstinence regarded as atypical. Use was driven by an internalised desire to fit it (injunctive norm), rather than being attributed to overt/external 'peer-pressure'. Positive e-cigarette norms exist among Australian adolescents with norm formation strongly influenced by social exposure, including e-cigarette promotion. Prevention efforts should include limiting adolescent exposure to e-cigarette marketing to help redefine existing pro-e-cigarette social norms and protect health.

Source-credibility information and social norms improve truth discernment and reduce engagement with misinformation online

Misinformation on social media is a pervasive challenge. In this study (N = 415) a social-media simulation was used to test two potential interventions for countering misinformation: a credibility badge and a social norm. The credibility badge was implemented by associating accounts, including participants', with a credibility score. Participants' credibility score was dynamically updated depending on their engagement with true and false posts. To implement the social-norm intervention, participants were provided with both a descriptive norm (i.e., most people do not share misinformation) and an injunctive norm (i.e., sharing misinformation is the wrong thing to do). Both interventions were effective. The social-norm intervention led to reduced belief in false claims and improved discrimination between true and false claims. It also had some positive impact on social-media engagement, although some effects were not robust to alternative analysis specifications. The presence of credibility badges led to greater belief in true claims, lower belief in false claims, and improved discrimination. The credibility-badge intervention also had robust positive impacts on social-media engagement, leading to increased flagging and decreased liking and sharing of false posts. Cumulatively, the results suggest that both interventions have potential to combat misinformation and improve the social-media information landscape.

Signals of belonging: emergence of signalling norms as facilitators of trust and parochial cooperation

Mechanisms of social control reinforce norms that appear harmful or wasteful, such as mutilation practises or extensive body tattoos. We suggest such norms arise to serve as signals that distinguish between ingroup 'friends' and outgroup 'foes', facilitating parochial cooperation. Combining insights from research on signalling and parochial cooperation, we incorporate a trust game with signalling in an agent-based model to study the dynamics of signalling norm emergence in groups with conflicting interests. Our results show that costly signalling norms emerge from random acts of signalling in minority groups that benefit most from parochial cooperation. Majority groups are less likely to develop costly signalling norms. Yet, norms that prescribe sending costless group identity signals can easily emerge in groups of all sizes-albeit, at times, at the expense of minority group members. Further, the dynamics of signalling norm emergence differ across signal costs, relative group sizes, and levels of ingroup assortment. Our findings provide theoretical insights into norm evolution in contexts where groups develop identity markers in response to environmental challenges that put their interests at odds with the interests of other groups. Such contexts arise in zones of ethnic conflict or during contestations of existing power relations. This article is part of the theme issue 'Social norm change: drivers and consequences'.

Social norm change: drivers and consequences

Social norms research is booming. In recent years, several experts have recommended using social norms (unwritten rules that prescribe what people ought or ought not to do) to confront the societal, environmental and health challenges our societies face. If we are to do so, a better understanding is required of how social norms themselves emerge, evolve and respond to these challenges. Social norms have long been used as post hoc explanations of behaviour or are seen as stable social constructs. Yet norms evolve dynamically with the changing group processes (e.g. political polarization, kinship structures) and societal challenges (e.g. pandemics, climate change) for which they are presented as solutions. The Theme Issue 'Social norm change: drivers and consequences' contains 14 contributions that present state-of-the-art approaches to understand what generates social norm change and how this impacts our societies. Contributions give insight into (i) the identification of norms, norm change and their effect on behaviour; (ii) drivers and consequences of spontaneous norm change; and (iii) how norm change can be engineered to promote desired behavioural change. This article is part of the theme issue 'Social norm change: drivers and consequences'.

The expressive function of public policy: renewable energy mandates signal social norms

Addressing collective action problems requires individuals to engage in coordinated and cooperative behaviours. Existing research suggests that individuals' propensity to work together depends in part on their belief that others support the cause in question. People form their expectations about prevalent beliefs and behaviours from many sources. To date, most of the literature has focussed on how social norm perceptions are inferred from peers or summary statistics. We explore an understudied source of norm information: the passage of policies by democratically elected institutions. Institutional signals, such as the setting of defaults, national laws or policies, can act as coordination devices, signalling or prescribing social norms to large audiences. However, their expressive function is likely to depend on whether the institution is seen as accountable to the public. In two highly powered, pre-registered experiments (N = 11 636), we examine the role of policy signals as a source of social norm information. In Study 1, Americans randomly assigned to learn that their state passed a 100% renewable energy mandate believe that a greater percentage of their state's residents support such a mandate. In Study 2, we replicate this effect for national policy and show that the influence is moderated by information about whether the government represents the will of the people. This article is part of the theme issue 'Social norm change: drivers and consequences'.

Cross-societal variation in norm enforcement systems

Across human societies, people are sometimes willing to punish norm violators. Such punishment can take the form of revenge from victims, seemingly altruistic intervention from third parties, or legitimized sanctioning from institutional representatives. Although prior work has documented cross-cultural regularities in norm enforcement, substantial variation exists in the prevalence and forms of punishment across societies. Such cross-societal variation may arise from universal psychological mechanisms responding to different socio-ecological conditions, or from cultural evolutionary processes, resulting in different norm enforcement systems. To date, empirical evidence from comparative studies across diverse societies has remained disconnected, owing to a lack of interdisciplinary integration and a prevalent tendency of empirical studies to focus on different underpinnings of variation in norm enforcement. To provide a more complete view of the shared and unique aspects of punishment across societies, we review prior research in anthropology, economics and psychology, and take a first step towards integrating the plethora of socio-ecological and cultural factors proposed to explain cross-societal variation in norm enforcement. We conclude by discussing how future cross-societal research can use diverse methodologies to illuminate key questions on the domain-specificity of punishment, the diversity of tactics supporting social norms, and their role in processes of norm change. This article is part of the theme issue 'Social norm change: drivers and consequences'.

Risk, sanctions and norm change: the formation and decay of social distancing norms

Global challenges like the climate crisis and pandemic outbreaks require collective responses where people quickly adapt to changing circumstances. Social norms are potential solutions, but only if they themselves are flexible enough. The COVID-19 pandemic provided a unique opportunity to study norm formation and decay in real-world contexts. We tracked empirical and normative expectations about social distancing and empirical and normative expectations of sanctioning from June 2021 to February 2022 to explore how norms and meta norms evolved as COVID-19 risk decreased and increased. We found that norms and meta norms partially coevolve with risk dynamics, although they recover with some delay. This implies that norms should be enforced as soon as risk increases. We therefore tested how sanctioning intentions vary for different hypothetical norms and find them to increase with a clear meta norm of sanctioning, yet decrease with a clear social norm of distance. In conclusion, social norms evolve spontaneously with changing risk, but might not be adaptive enough when the lack of meta norms of sanctioning introduce tolerance for norm violations. Moreover, norm nudges can potentially have negative externalities if strengthening the social norm increases tolerance for norm violations. These results put some limits to social norms as solutions to guide behaviour under risk. This article is part of the theme issue 'Social norm change: drivers and consequences'.

Human and nonhuman norms: a dimensional framework

Human communities teem with a variety of social norms. In order to change unjust and harmful social norms, it is crucial to identify the psychological processes that give rise to them. Most researchers take it for granted that social norms are uniquely human. By contrast, we approach this matter from a comparative perspective, leveraging recent research on animal social behaviour. While there is currently only suggestive evidence for norms in nonhuman communities, we argue that human social norms are likely produced by a wide range of mechanisms, many of which we share with nonhuman animals. Approaching this variability from a comparative perspective can help norm researchers expand and reframe the range of hypotheses they test when attempting to understand the causes of socially normative behaviours in humans. First, we diagnose some of the theoretical obstacles to developing a comparative science of social norms, and offer a few basic constructs and distinctions to help norm researchers overcome these obstacles. Then we develop a six-dimensional model of the psychological and social factors that contribute to variability in both human and potential nonhuman norms. This article is part of the theme issue 'Social norm change: drivers and consequences'.

Shaping new norms for AI

As artificial intelligence (AI) becomes increasingly integrated into our lives, the need for new norms is urgent. However, AI evolves at a much faster pace than the characteristic time of norm formation, posing an unprecedented challenge to our societies. This paper examines possible criticalities of the processes of norm formation surrounding AI. It focuses on how new norms can be established, rather than on what these norms should be. It distinguishes different scenarios based on the centralization or decentralization of the norm formation process, analysing the cases where new norms are shaped by formal authorities or informal institutions, or emerge spontaneously in a bottom-up fashion. On the latter point, the paper reports a conversation with ChatGPT in which the LLM discusses some of the emerging norms it has observed. Far from seeking exhaustiveness, this article aims to offer readers interpretive tools to frame society's response to the growing pervasiveness of AI. An outlook on how AI could influence the formation of future social norms emphasizes the importance for open societies to anchor their formal deliberation process in an open, inclusive and transparent public discourse. This article is part of the theme issue 'Social norm change: drivers and consequences'.

Modelling social norms: an integration of the norm-utility approach with beliefs dynamics

We review theoretical approaches for modelling the origin, persistence and change of social norms. The most comprehensive models describe the coevolution of behaviours, personal, descriptive and injunctive norms while considering influences of various authorities and accounting for cognitive processes and between-individual differences. Models show that social norms can improve individual and group well-being. Under some conditions though, deleterious norms can persist in the population through conformity, preference falsification and pluralistic ignorance. Polarization in behaviour and beliefs can be maintained, even when societal advantages of particular behaviours or belief systems over alternatives are clear. Attempts to change social norms can backfire through cognitive processes including cognitive dissonance and psychological reactance. Under some conditions social norms can change rapidly via tipping point dynamics. Norms can be highly susceptible to manipulation, and network structure influences their propagation. Future models should incorporate network structure more thoroughly, explicitly study online norms, consider cultural variations and be applied to real-world processes. This article is part of the theme issue 'Social norm change: drivers and consequences'.

The Misleading count: an identity-based intervention to counter partisan misinformation sharing

Interventions to counter misinformation are often less effective for polarizing content on social media platforms. We sought to overcome this limitation by testing an identity-based intervention, which aims to promote accuracy by incorporating normative cues directly into the social media user interface. Across three pre-registered experiments in the US (N = 1709) and UK (N = 804), we found that crowdsourcing accuracy judgements by adding a Misleading count (next to the Like count) reduced participants' reported likelihood to share inaccurate information about partisan issues by 25% (compared with a control condition). The Misleading count was also more effective when it reflected in-group norms (from fellow Democrats/Republicans) compared with the norms of general users, though this effect was absent in a less politically polarized context (UK). Moreover, the normative intervention was roughly five times as effective as another popular misinformation intervention (i.e. the accuracy nudge reduced sharing misinformation by 5%). Extreme partisanship did not undermine the effectiveness of the intervention. Our results suggest that identity-based interventions based on the science of social norms can be more effective than identity-neutral alternatives to counter partisan misinformation in politically polarized contexts (e.g. the US). This article is part of the theme issue 'Social norm change: drivers and consequences'.

Language matters: how normative expressions shape norm perception and affect norm compliance

Previous studies have used various normative expressions such as 'should', 'appropriate' and 'approved' interchangeably to communicate injunctions and social norms. However, little is known about whether people's interpretations of normative language differ and whether behavioural responses might vary across them. In two studies (total n = 2903), we find that compliance is sensitive to the types of normative expressions and how they are used. Specifically, people are more likely to comply when the message is framed as an injunction rather than as what most people consider good behaviour (social norm framing). Behaviour is influenced by the type of normative expression when the norm is weak (donation to charities), not so when the norm is strong (reciprocity). Content analysis of free responses reveals individual differences in the interpretation of social norm messages, and heterogeneous motives for compliance. Messages in the social norm framing condition are perceived to be vague and uninformative, undermining their effectiveness. These results suggest that careful choice of normative expressions is in order when using messages to elicit compliance, especially when the underlying norms are weak. This article is part of the theme issue 'Social norm change: drivers and consequences'.

When norm change hurts

Applied cultural evolution includes any effort to mobilize social learning and cultural evolution to promote behaviour change. Social tipping is one version of this idea based on conformity and coordination. Conformity and coordination can reinforce a harmful social norm, but they can also accelerate change from a harmful norm to a beneficial alternative. Perhaps unfortunately, the link between the size of an intervention and social tipping is complex in heterogeneous populations. A small intervention targeted at one segment of society can induce tipping better than a large intervention targeted at a different segment. We develop and examine two models showing that the link between social tipping and social welfare is also complex in heterogeneous populations. An intervention strategy that creates persistent miscoordination, exactly the opposite of tipping, can lead to higher social welfare than another strategy that leads to tipping. We show that the potential benefits of miscoordination often hinge specifically on the preferences of people most resistant to behaviour change. Altogether, ordinary forms of heterogeneity complicate applied cultural evolution considerably. Heterogeneity weakens both the link between the size of a social planner's intervention and behaviour change and the link between behaviour change and the well-being of society. This article is part of the theme issue 'Social norm change: drivers and consequences'.

Cultural influences on the effects of social norm appeals

This study reports on an experimental test of the effects of descriptive and injunctive norm appeals on intentions to prevent food waste in China and the United States (N = 1449), testing the role of cultural context and group orientation in this process. Results showed that the main effects of descriptive and injunctive norm messages on behavioural intentions were mediated by normative perceptions, and cultural context moderated both paths of this mediation. Specifically, with the same message exposure, Chinese participants perceived food waste prevention as more prevalent and socially approved compared to US participants. Normative perceptions interacted with cultural context to influence behavioural intentions, such that both descriptive and injunctive norm perceptions predicted stronger intentions to prevent food waste among Chinese participants compared to Americans. Group orientation yielded a main effect on behavioural intentions, instead of the moderation effects as expected. Findings suggest the need for culturally grounded and contextualized approaches to communication of social norms, as well as building cultural concepts into theories of social norms. This article is part of the theme issue 'Social norm change: drivers and consequences'.

Indirect reciprocity with abductive reasoning

Indirect reciprocity is a reputational mechanism through which cooperative behavior can be promoted amongst a group of individuals. However, in order for this mechanism to effectively do so, cheating must be appropriately punished and cooperating appropriately rewarded. Errors in assessments and actions can hinder this process. In such a setting, individuals might try to reason about evidence to assign reputations given the possibility of errors. Here, we consider a well-established theory of reasoning used to combine evidence, abductive reasoning, as a possible means by which such errors can be circumvented. Specifically, we use Dempster-Shafer theory to model individuals who account for possible errors by combining information about their beliefs about the status of the population and the errors rates and then choose the simplest scenario that could explain their observations in the context of these beliefs. We investigate the effectiveness of abductive reasoning at promoting cooperation for five social norms: Scoring, Shunning, Simple Standing, Staying, and Stern Judging. We find that, generally, abductive reasoning can outperform non-reasoning models at ameliorating the effects of the aforementioned challenges and promote higher levels of cooperation under low-error conditions. However, for high-error conditions, we find that abductive reasoning can undermine cooperation. Furthermore, we also find that a degree of bias towards believing previously held reputations can help sustain cooperation.

Empathy rules, maps and paths: A qualitative exploration of the factors that facilitate or inhibit empathy and prosocial responding among youth

The aim of this study is to explore young people's perspectives on the factors that facilitate or inhibit empathy and prosocial responding among youth. Qualitative focus groups (n = 29) were undertaken with Irish young people aged 13-17 years relating to their views on the factors that facilitate or inhibit the expression of empathy. Parents, friends, and social media were found to be key influences, whereas barriers identified included societal norms, gender norms, lack of skill, or knowledge and target characteristics. This research provides important insights into adolescents' perceptions of the social correlates of empathy. Concepts from the sociology of empathy, such as empathy maps and paths, are helpful in drawing out the implications for future research and practice.

Altruistic help or taking advantage of the situation? Social representations of surrogate motherhood

Concerning Europe, the lay public, mainly in Central regions, still lacks information about what surrogacy is and how the process works in practice. It is one of the most controversial methods of assisted reproduction precisely because it goes against traditional social norms and ideas about the conception of life. The main aim of our study was to map the social representations of lay people that are formed in internet discussions. We focused on discussion forums over a time span of the last 10 years, from 2013 to 2022. We were also interested in whether perceived risks or benefits formed the core of social representations. Through a reflexive thematic analysis, we identified two distinct constructions of social representations of surrogacy, finding that value settings in terms of liberalism and conservatism appear to have the greatest influence on the anchoring and objectification of surrogacy.

Recognize & Resist: An Online Health Intervention to Promote Writing About Sexual Consent and Egalitarian Gender Roles Among One Direction Fanfiction Writers

This paper focuses on the development and feasibility of a digitally-based educational intervention, titled Recognize & Resist (R&R), for writers of One Direction (1D) fanfiction on Wattpad.com. The goal of R&R is to reduce the prevalence of social norms that are supportive of sexual violence within 1D fanfiction. 1D fanfictions, or fictional romance stories written by fans of this British boy band, have hundreds of millions of views on Wattpad.com. Formative research has found that social norms supportive of sexual violence are prevalent in 1D fanfictions and that some authors have internalized these norms. R&R aims to motivate 1D fanfiction writers to highlight sexual consent and egalitarian gender roles in their writing. To evaluate the intervention's feasibility, 15 1D fanfiction authors completed a survey and participated in an interview or focus group. Results demonstrate R&R's feasibility, with high ratings of its acceptability and demand. Insights from the interviews and focus groups provide suggestions for revising R&R before rigorously evaluating its efficacy. Additionally, results demonstrate the utility of using popular culture as a vehicle for attitude-change regarding sensitive health issues.

The politics of vaccination: a closer look at the beliefs, social norms, and prevention behaviors related to COVID-19 vaccine uptake within two US political parties

COVID-19 vaccine hesitancy and suboptimal vaccine uptake rates are pressing public health challenges. Vaccine hesitancy has been observed for different vaccines. For COVID-19 vaccines, multiple factors influence vaccine uptake in the U.S. including political ideology. A more nuanced understanding of the factors influencing COVID-19 vaccine uptake within political parties is needed. This study assesses the relationship between known vaccine hesitancy factors and vaccine uptake within two major political parties. Data from 804 U.S. participants in an online survey from June 2021 was used to assess the association between COVID-19 vaccine uptake (no dose vs. any dose) and categories of factors thought to influence vaccine uptake (sociodemographic variables, COVID-19 disease and vaccine belief variables, belief in COVID-19 prevention behavior variables, and social network features variables) for Republicans and Democrats using bivariate and multivariate regression. 65.4% of the sample reported having received at least one dose of the COVID-19 vaccine (22.6% Republican and 52.1% Democrat). In the total sample bivariate model, Democrat participants had significantly greater odds of having received a dose of the vaccine as compared to Republican participants (OR = 2.51, 95%CI = 1.73-3.64). In adjusted models, the speed of vaccine development was negatively associated with vaccine uptake for both Republicans (aOR = 0.18, 95%CI = 0.06-0.57) and Democrats (aOR = 0.40, 95%CI = 0.19-0.86), as was concern about side effects from the vaccine (Republicans: aOR = 0.15; 95%CI = 0.05-0.47; Democrats: aOR = 0.14, 95%CI = 0.06-0.31). COVID-19 vaccine uptake among Republicans, but not Democrats, was associated with belief that the vaccine prevents COVID-19 (aOR = 3.29, 95%CI = 1.29-8.37) and belief about friends' vaccine intentions (aOR = 6.19, 95%CI = 2.39-16.05). There were no significant factors unique to Democrats. Concerns about aspects of COVID-19 vaccine safety for both political groups suggest that vaccine advocacy interventions should universally address these factors. However, Republican beliefs in vaccine efficacy and in friends' vaccine intentions suggest a need for Republican-specific messaging.

Assessing Survey Items on Social Norms Relating to Dating and Relationship Violence and to Gender: Cognitive Interviews with Young People in England

Widespread among adolescents in England, dating and relationship violence (DRV) is associated with subsequent injuries and serious mental health problems. While DRV prevention interventions often aim to shift harmful social norms, no established measures exist to assess relevant norms and their role in mediating DRV outcomes. We conducted cognitive interviews exploring the understandability and answerability of candidate measures of social norms relating to DRV and gender roles, informing measure refinement. In all, 11 participants aged 13 to 15 from one school in England participated. Cognitive interviews tested two items assessing descriptive norms (beliefs about what behaviors are typical), three assessing injunctive norms (beliefs about what is socially acceptable), and (for comparison) one assessing personal attitudes. Findings were summarized by drawing on interview notes. Summaries and interview notes were subjected to thematic analysis. For some participants, injunctive norms items required further explanation to clarify that items asked about others' views, not their own. Lack of certainty about, and perceived heterogeneity of, behaviors and views among a broad reference group detracted from answerability. Participants were better able to answer items for which they could draw on concrete experiences of observing or discussing relevant behaviors or social sanctions. Data suggest that a narrowed reference group could improve answerability for items assessing salient norms. Findings informed refinements to social norms measures. It is possible to develop social norms measures that are understandable and answerable for adolescents in England. Measures should assess norms that are salient and publicly manifest among a cohesive and influential reference group.

Imitation fidelity increases with age in boys, but not in girls: An intriguing finding in a cohort of children aged 3 to 6 years

Imitation that entails faithful reproduction of demonstrated behavior by reenacting a sequence of actions accurately is a fast and efficient way to acquire new skills as well as to conform to social norms. Previous studies reported that both culture and gender might impinge on young children's fidelity of imitation. We analyzed the imitative behavior of 87 children whose ages ranged from 3 to 6 years. An instrumental task was administered that offered partial (opaque apparatus) or total (transparent apparatus) information about causal connection between the demonstrated actions and their effect in achieving a desired reward. Imitative fidelity (imitating the actions that were demonstrated by an adult model yet were unnecessary for achieving the instrumental goal) increased as a function of age in boys, whereas no differences were found in girls. This lack of increase in girls can be ascribed to their displaying higher degrees of imitation fidelity at an earlier age.

Making Sense of Law: Critical Reflection on Neuroscience, Socialization, and Self

The development of sociotechnical codes by the legal system acts as a marker of good citizens and development of self where social norms matter. In most cases, despite cultural differences, socialization plays an important role in making sense of law. The question is, 'how does law come to mind and what is the role of brain? This question will be dealt keeping the debate on brain determinism and free will critically at the forefront.

"People will talk about her if she is not circumcised": Exploring the patterning, drivers and gender norms around female genital mutilation in Ethiopia's Somali region

Over the past decade there has been a burgeoning literature on social norms and the need to understand their context-specific patterning and trends to promote change, including to address the harmful practice of female genital mutilation (FGM), which affects around 200 million girls and women globally. This article draws on mixed-methods data collected in 2022 and 2023 with 1,020 adolescents and their caregivers, as well as key informants, from Ethiopia's Somali region to explore the patterning, drivers, and decision-making around FGM. Findings indicate that almost all Somali girls can expect to undergo FGM before age 15, and that infibulation is near universal. Critically, however, we find that respondents' understanding of infibulation is rooted in traditional practice, and many girls are now "partially" infibulated-an invasive procedure that girls nonetheless see as an improvement over the past. These shifts reflect religious leaders' efforts to eliminate traditional infibulation--and the health risks it entails--by promoting "less invasive" types of FGM as a requirement of Islam. We also find evidence of emergent medicalization of the practice, as mothers-who are the primary decision-makers-seek to further reduce risks. Adult and adolescent respondents agree that FGM is a deeply embedded social norm, but distinguish between FGM as a perceived religious requirement, and infibulation as a cultural requirement. For girls and women, the importance of FGM is framed around social acceptance, whereas boys and men focus on FGM as a requirement for marriage as it allows families to control girls' sexuality. The article concludes by reflecting on the implications of our findings for programming in high-prevalence contexts. Key conclusions include that FGM interventions should not rely on empowering individuals as "champions of change" but rather prioritize engagement with whole communities, and should be open in the short term to incremental harm-reduction approaches.

Flesh Without Blood: The Public Health Benefits of Lab-Grown Meat

Synthetic meat made from animal cells will transform how we eat. It will reduce suffering by eliminating the need to raise and slaughter animals. But it will also have big public health benefits if it becomes widely consumed. In this paper, we discuss how "clean meat" can reduce the risks associated with intensive animal farming, including antibiotic resistance, environmental pollution, and zoonotic viral diseases like influenza and coronavirus. Since the most common objection to clean meat is that some people find it "disgusting" or "unnatural," we explore the psychology of disgust to find possible counter-measures. We argue that the public health benefits of clean meat give us strong moral reasons to promote its development and consumption in a way that the public is likely to support. We end by depicting the change from farmed animals to clean meat as a collective action problem and suggest that social norms rather than coercive laws should be employed to solve the problem.

Effectiveness of combined interventions to empower girls and address social norms in reducing child marriage in a rural sub-district of Bangladesh: A Cluster Randomised Controlled Trial of the Tipping Point Initiative

Background

Elimination of girl child marriage (CM) globally at the current pace is projected to take about 300 years. Thus, innovative and effective solutions are urgently warranted. Bangladesh reports one of the highest rates of CM in the world. We present the impact of Tipping Point Initiative (TPI), a combined intervention to empower girls and to address social norms on CM in Bangladesh.

Methods

A three-arm non-blinded Cluster Randomised Controlled Trial was conducted in 51 villages/clusters in a sub-district of Bangladesh. Clusters were randomly assigned to the arms: Tipping Point Program (TPP), Tipping Point Program Plus (TPP+), and Pure Control. TPP conducted 40 weekly single-gender group sessions with never-married adolescent girls and boys recruited at 12 -<16 years; and 18-monthly gender-segregated group sessions with the parents. On top of TPP, TPP+ included cross-gender and -generation dialogues, girls' movement building and girl-led community sensitisation. Intention-to-treat analysis was performed to assess the impact of TPI on the hazard of CM, the primary outcome. The impact of girls' session attendance on CM was also assessed. At baseline 1275 girls (TPP = 412; TPP+ = 420; Control = 443) were interviewed between February-April 2019. At endline 1123 girls (TPP = 363; TPP + = 366; Control = 394) were interviewed and included in the analyses.

Results

No intervention impact was detected on the full sample (TPP vs. Control: adjusted hazard ratio (aHR) = 1.14; 95% CI = 0.79-1.63, P = 0.47), (TPP + vs. Control: aHR = 1.24; 95% CI = 0.89-1.71, P = 0.19, (TPP vs. TPP+: aHR = 1.03; 95% CI = 0.72-1.47, P = 0.87). However, in the TPP arm, the hazard of CM was reduced by 54% (aHR = 0.46; 95% CI = 0.23-0.92, P = 0.03) among the girls in the highest tertile of session attendance, compared to the lowest. In the TPP+ arm, this hazard was reduced by 49% (aHR = 0.51; 95% CI = 0.23-0.92, P = 0.03) among girls in the highest tertile, compared to the lowest tertile.

Conclusions

Although TPI did not show an effect on CM in any of the intervention arms, within each intervention arm, a positive effect was detected in reducing CM among girls in the highest tertile of session attendance despite implementation challenges due to COVID-19.

Registration

Clinicaltrials.gov: NCT03965273; Date: 29 May 2019.

Changes in social norms during the early stages of the COVID-19 pandemic across 43 countries

The emergence of COVID-19 dramatically changed social behavior across societies and contexts. Here we study whether social norms also changed. Specifically, we study this question for cultural tightness (the degree to which societies generally have strong norms), specific social norms (e.g. stealing, hand washing), and norms about enforcement, using survey data from 30,431 respondents in 43 countries recorded before and in the early stages following the emergence of COVID-19. Using variation in disease intensity, we shed light on the mechanisms predicting changes in social norm measures. We find evidence that, after the emergence of the COVID-19 pandemic, hand washing norms increased while tightness and punishing frequency slightly decreased but observe no evidence for a robust change in most other norms. Thus, at least in the short term, our findings suggest that cultures are largely stable to pandemic threats except in those norms, hand washing in this case, that are perceived to be directly relevant to dealing with the collective threat.

Assessing the effects of pandemic risk on cooperation and social norms using a before-after Covid-19 comparison in two long-term experiments

How does threat from disease shape our cooperative actions and the social norms that guide such behaviour? To study these questions, we draw on a collective-risk social dilemma experiment that we ran before the emergence of the Covid-19 pandemic (Wave 1, 2018) and compare this to its exact replication, sampling from the same population, that we conducted during the first wave of the pandemic (Wave 2, 2020). Tightness-looseness theory predicts and evidence generally supports that both cooperation and accompanying social norms should increase, yet, we mostly did not find this. Contributions, the probability of reaching the threshold (cooperation), and the contents of the social norm (how much people should contribute) remained similar across the waves, although the strength of these social norms were slightly greater in Wave 2. We also study whether the results from Wave 1 that should not be affected by the pandemic-the relationship between social norms and cooperation and specific behavioural types-replicate in Wave 2 and find that these results generally hold. Overall, our work demonstrates that social norms are important drivers of cooperation, yet, communicable diseases, at least in the short term, have little or no effects on either.

The Differential Role of Perceived Same-Gender and Gender-Neutral Norms in Emerging Adult Risk Behavior

Background: Normative perceptions are strongly related to risk behaviors among emerging adults but the role of gender-specific normative perceptions remain unclear. Objectives: The current study examined the differential effects of same-gender and gender-neutral normative perceptions on self-reported substance use and sexual risk behavior. College students (n = 389, ages 18-25) reported binge drinking, cannabis use and prescription drug misuse, sexual risk behavior, and the perceived frequency of these behaviors by both the average- and same-gender adult. Results: Binge drinking was positively associated with same-gender norms only, whereas cannabis use and sexual risk behavior were also positively associated with gender-neutral norms perceptions. For binge drinking only, same-gender norms explained more variance in behavior than gender-neutral norms. Conclusions: Findings indicate perceptions of same-gender norms play a particularly important role in binge drinking during this developmental period. Interventions targeting emerging adult risk behavior should include within-group normative perceptions related to demographic and social group characteristics.

Preverbal infants' understanding of social norms

Social norms are foundational to human cooperation and co-existence in social groups. A crucial marker of social norms is that a behavior is not only shared, but that the conformity to the behavior of others is a basis for social evaluation (i.e., reinforcement and sanctioning), taking the is, how individuals usually behave, to an ought, how individuals should behave to be socially approved by others. In this preregistered study, we show that 11-month-old infants grasp this fundamental aspect about social norms already in their first year. They showed a pupillary surprise response for unexpected social responses, namely the disapproval and exclusion of an individual who showed the same behavior like others or the approval and inclusion of an individual who behaved differently. That preverbal infants link the conformity with others' behavior to social evaluations, before they respond to norm violations themselves, indicates that the foundations of social norm understanding lie in early infancy.

Injunctive social norms and perceived message tailoring are associated with health information seeking

Social norms messages may promote information seeking, especially when the norms refer to a group with which a person identifies. We hypothesized that tailored social norms messages would increase COVID-19 testing willingness and intentions. College students (n = 203, 75% female, 87% White) were randomly assigned to one of four conditions in a 2 (Descriptive norms: Relevant vs. Irrelevant to COVID-19 testing) x 2 (Tailoring: Specific vs. General group information) experimental design. Participants reported COVID-19 testing willingness and intentions, perceived injunctive norms, and identification and connectedness with the group in the message. Although neither the norm nor tailoring manipulation worked as intended, participants who perceived greater message tailoring and injunctive norms reported greater willingness and intentions, with no effect of perceived descriptive norms on either outcome. Tailored messages as well as messages promoting injunctive norms may promote information seeking across health contexts, thereby enabling more informed decisions.

"I established a life; I can re-establish it again": Lived experiences of intimate partner violence in Mongolia

Violence against women persists globally, transcending intersecting backgrounds, such as race, gender, socio-economic status, education, and ableness. The reality remains that women across diverse intersections continue to endure various forms of violence. According to a nationwide study, 30 % of women experience intimate partner violence during their lifetime in Mongolia. The present research adopts an intersectional lens to comprehensively address the survival experiences of Mongolian women who had lived through intimate partner violence. In-depth semi-structured interviews were conducted with 21 participants recruited through purposive sampling, most of whom had ended a relationship involving intimate partner violence. Thematic analysis was used to identify patterns and themes among survival experiences. Although women's experiences varied, intimate partner violence confronted them with the dilemma of maintaining or going against traditional values, including family unity when seeking protection (and safety) for themselves and their children. The women's survival experiences included a combination of building a sense of community and rebuilding a sense of self, while self-contentment was achieved when the women ceased to blame themselves. This study highlights a critical shift in mindset and behavior by investigating the survival experiences of women who defy social norms, prioritizing family unity over personal well-being. Recognition of survivors' efforts to cease self-blame and seek support signifies a crucial advancement in the survival process. The findings suggest a positive trend toward self-empowerment and a willingness to access the necessary resources and support systems. From a practical standpoint, these findings advocate for strengthening current interventions that empower survivors to challenge norms, cease self-blame, and actively seek assistance.

Investigating the impact of 'dark nudges' on drinking intentions: A between groups, randomized and online experimental study

OBJECTIVES

This study explored how 'dark nudges' (tactics used in alcohol industry-funded responsible drinking campaigns) affect drinking intentions, perceived source credibility and whether individual differences in perceptions of prototypical drinkers moderated these effects.

DESIGN

Two 2 × 2 between-groups online experimental studies.

METHODS

Study 1 (N = 164) presented three alcohol health messages per condition, comprising social norm (healthy/unhealthy ("dark nudge")) by frame (loss/gain). Study 2 (N = 229) presented one message per condition, comprising cancer causality (single cause/multiple causes (dark nudge)) by funding disclosure (disclosure/non-disclosure (dark nudge)). Outcomes were drinking intentions and perceived source credibility. Exploratory analyses considered prototype perceptions as a between-subjects moderator.

RESULTS

No significant effects of message frame, social norm, fundi or multiple cancer causality arguments on drinking intentions were found. In Study 2, in the dark nudge multiple cancer causality conditions, perceived source credibility was high when funding was undisclosed, but significantly lower when it was disclosed. Exploratory analyses suggested effects were moderated by prototype similarity. In Study 1, higher perceived similarity to a heavy drinker and lower perceived similarity to a responsible drinker were associated with higher drinking intentions in the unhealthy norm/gain frame condition, but lower drinking intentions in the other conditions.

CONCLUSIONS

Framing, social norm, funding disclosure and multiple causality manipulations as tested in this study did not exert a dark nudge effect on drinking intentions. However, the exploratory analyses suggest it could be hypothesised that the types of messages used in alcohol industry-funded responsible drinking campaigns may result in greater drinking intentions among those who identify more as heavy drinkers and less as responsible drinkers. Perceived prototype similarity may be an important moderator of the impact of alcohol health messages that warrants further research. Study 2 suggests disclosure of industry funding guides judgements of the credibility of sources of misleading messages about alcohol and cancer.

Does social-norm messaging influence expected satiety and ideal portion-size selection?

A person's perception of how long a food will stave off hunger (expected satiety) and the ideal amount to consume (ideal portion size) are both influenced by food-to-mealtime norms. Here, we examine whether social norms can modulate this effect, in three experimental studies. In study 1 (n = 235) participants were exposed to a social norm suggesting most people enjoyed consuming pasta for breakfast. There was a main effect of food-to-mealtime congruence for expected satiety and ideal portion size (p < 0.001) - participants selected a smaller portion of pasta for breakfast (vs. lunch) - but there were no other main effects/interactions (p ≥ 0.15). Study 2 (n = 200) followed the same approach as study 1, but sought to examine whether the typical volume of food consumed at breakfast and lunch needed to be controlled. Again, there was a main effect of congruence (the same pattern) (p ≤ 0.02) but no other main effects/interactions (p ≥ 0.73). Study 3 (n = 208) followed the same approach as study 2, but the social-norm message was changed to suggest that most people who eat pasta for breakfast found it effectively reduced their hunger. Again, there was a main effect of congruence (the same pattern) (p < 0.001) but no other main effects/interaction (p ≥ 0.26). These studies provide further evidence for the food-to-mealtime effect, but do not provide any evidence that a single, simple social-norm statement can modulate expected satiety or ideal portion size, or interact with the food-to-mealtime effect.

Predicting sustainable fashion consumption intentions and practices

The fashion industry has a significant impact on the environment, and sustainable fashion consumption (SFC) has become a pressing concern. This study aimed to investigate the factors influencing sustainable fashion consumption behavior (SCB) among Chinese adults, specifically the role of values, attitudes, and norms in shaping such behavior, using the value-belief-norm framework. The study used an online cross-sectional survey design to collect data from 350 participants recruited through a convenience sampling method using social media platforms and email invitations, and the obtained data were analyzed using partial least squares structural equation modelling. The results of the study showed that biospheric (BV), altruistic (AV), and egoistic (EV) values significantly influenced the New ecological paradigm (EP), which, in turn, positively affected awareness of consequences (AC). Personal norms (PN) were positively influenced by EP, AC, and ascription of responsibility (AR). Social norms (SN) and trust in recycling (TR) were also found to positively influence sustainable fashion consumption intentions (SCI). Finally, the study found that SCI and TR were significant predictors of SCB, whereas the moderating effect of TR not statistically significant. The study's originality lies in its comprehensive investigation of the interplay between various factors (particularly using norms in two facets; PN and SN) in shaping SCB, using a structural equation modeling approach, and exploring the moderating effect of TR. The findings of this study suggest that interventions aimed at promoting SFC should focus on fostering values and beliefs that prioritize the environment, encouraging individuals to take responsibility for their actions, creating an environment in which SFC is normalized, and increasing TR.