In The Grammar of Society, first published in 2006, Cristina Bicchieri examines social norms, such as fairness, cooperation, and reciprocity, in an effort to understand their nature and dynamics, the expectations that they generate, and how they evolve and change. Drawing on several intellectual traditions and methods, including those of social psychology, experimental economics and evolutionary game theory, Bicchieri provides an integrated account of how social norms emerge, why and when we follow them, and the situations where we are most likely to focus on relevant norms. Examining the existence and survival of inefficient norms, she demonstrates how norms evolve in ways that depend upon the psychological dispositions of the individual and how such dispositions may impair social efficiency. By contrast, she also shows how certain psychological propensities may naturally lead individuals to evolve fairness norms that closely resemble those we follow in most modern societies.

What is considered to be fair depends on context-dependent expectations. Using a modified version of the Ultimatum Game, we demonstrate that both fair behavior and perceptions of fairness depend upon beliefs about what one ought to do in a situation-that is, upon normative expectations. We manipulate such expectations by creating informational asymmetries about the offer choices available to the Proposer, and find that behavior varies accordingly. Proposers and Responders show a remarkable degree of agreement in their beliefs about which choices are considered fair. We discuss how these results fit into a theory of social norms.

Norms and nudges are both popular types of interventions. Recent years have seen the rise of 'norm-nudges'-nudges whose mechanism of action relies on social norms, eliciting or changing social expectations. Norm-nudges can be powerful interventions, but they can easily fail to be effective and can even backfire unless they are designed with care. We highlight important considerations when designing norm-nudges and discuss a general model of social behavior based on expectations and conditional preferences. We present the results of several experiments where norm-nudging can backfire, and ways to avoid these negative outcomes.

One of the most consistent findings in experimental studies of social dilemmas is the positive influence of face-to-face communication on cooperation. The face-to-face `communication effect' has been recently explained in terms of a `focus theory of norms': successful communication focuses agents on pro-social norms, and induces preferences and expectations conducive to cooperation. 1 Many of the studies that point to a communication effect, however, do not further explore whether and to what extent the communication medium affects cooperative behavior. In this article, we ask if pro-social behavior can emerge and survive in computer-mediated environments. We show that, like face-to-face communication, computer-mediated communication also positively affects cooperation in social dilemmas, but cooperation is more difficult to establish and maintain. We argue that the discrepancy between the computer-mediated and the face-to-face communication effects is a consequence of the distinct capabilities of different media to focus agents on pro-social norms and to allow them to develop mutual expectations about future behavior.

“How social norms change” is not only a theoretical question but also an empirical one. Many organizations have implemented programs to abandon harmful social norms. These programs are standardly monitored and evaluated with a set of empirical tools. While monitoring and evaluation (M&E) of changes in objective outcomes and behaviors is well-developed, we will argue that M&E of changes in the wide range of beliefs and preferences important to social norms is still problematic. In this paper, we first present a theoretical framework and then show how it should guide social norms measurement. As a case study, we focus on the harmful practice of child marriage. We show how an operational theory of social norms can guide the design of surveys, experiments, and vignettes. We use examples from existing research to illustrate how to study social norms change.

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The magnitude and nature of the COVID-19 pandemic prevents public health policies from relying on coercive enforcement. Practicing social distancing, wearing masks and staying at home becomes voluntary and conditional on the behavior of others. We present the results of a large-scale survey experiment in nine countries with representative samples of the population. We find that both empirical expectations (what others do) and normative expectations (what others approve of) play a significant role in compliance, beyond the effect of any other individual or group characteristic. In our vignette experiment, respondents evaluate the likelihood of compliance with social distancing and staying at home of someone similar to them in a hypothetical scenario. When empirical and normative expectations of individuals are high, respondents’ evaluation of the vignette’s character’s compliance likelihood goes up by 55% (relative to the low expectations condition). Similar results are obtained when looking at self-reported compliance among those with high expectations. Our results are moderated by individuals’ trust in government and trust in science. Holding expectations high, the effect of trusting science is substantial and significant in our vignette experiment (22% increase in compliance likelihood), and even larger in self-reported compliance (76% and 127% increase before and after the lockdown). By contrast, trusting the government only generates modest effects. At the aggregate level, the country-level trust in science, and not in government, becomes a strong predictor of compliance.

Norms and nudges are both popular types of interventions. Recent years have seen the rise of 'norm-nudges'-nudges whose mechanism of action relies on social norms, eliciting or changing social expectations. Norm-nudges can be powerful interventions, but they can easily fail to be effective and can even backfire unless they are designed with care. We highlight important considerations when designing norm-nudges and discuss a general model of social behavior based on expectations and conditional preferences. We present the results of several experiments where norm-nudging can backfire, and ways to avoid these negative outcomes.