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