Introduction
Social norms are the unwritten rules by which a group lives. They influence our decisions much more than it seems. Family, friends, colleagues, society as a whole—all create a “background” against which our notions of what is right are formed. This phenomenon is thoroughly described in the study by Perugini and Bagozzi (2001), where the authors reveal how exactly the environment influences our choices.
The Power of Social Norms
Norms shape expectations: what is considered appropriate, correct, “normal.” Perugini and Bagozzi distinguish two types:
- Prescriptive norms—our perceptions of what others approve or disapprove of.
- Descriptive norms—what we observe in the behavior of those around us.
For example, if your friends regularly sort their waste, you are also likely to start doing it—both out of a desire to be “in the loop” and because “it’s customary.” However, one should not expect that each of them deeply understands why they do it—often, behavior is maintained simply because it has become the norm in a particular group.
Mechanisms of Influence
The authors of the study propose three channels through which norms exert their influence:
- Anticipated emotions. We pre-experience pride for conformity or guilt for deviation from norms.
- Personal norms. What is initially dictated externally eventually becomes an internal rule.
- Attitudes → Intentions → Actions. Norms adopted in the environment influence what is expected of us. This becomes the basis for forming intentions: if I believe that my close ones approve of certain behavior and consider it important, I am more likely to want to do it. And then—it’s a matter of action.
Real-Life Examples
In a team where punctuality is customary, being on time becomes the norm. Or—you live among people who care for the environment: most likely, you will also start using a reusable bottle and refuse plastic bags. We don’t just observe others—we adapt.
Consequences
Studies also show that norms influence not only everyday behavior but also our decisions in the realms of consumption and civic engagement. This knowledge is applied in public communication—for example, in marketing and politics. We see how the mass nature of choice is emphasized: “millions choose this product” or “everyone has already voted.” This is neither good nor bad—it’s just important to realize that such messages can guide our choices. And to ask ourselves the question: do I really want this—or am I just following the mood of the environment?
How Do Norms Undermine Our Goals?
1. The Effect of Silent Approval
When certain behavior becomes habitual in the environment, we tend to repeat it—even if we were initially against it. For example, in groups where smoking is the norm, even non-smokers start buying cigarettes “just in case”—67% more often, according to Christakis & Fowler (2008). Or: in offices where staying late is customary, people stay longer not because of productivity, but out of fear of disapproval.
2. Substitution of Values
Over time, a person begins to adopt the group’s priorities. After 2–3 years in a new environment:
- Political views begin to align with the environment (by 42%).
- Goals that previously didn’t matter come to the forefront—for example, career ambitions instead of family life.
3. Blind Copying
Even if a norm is absurd or destructive, a person may continue to follow it to avoid standing out. In Asch’s classic experiment, 75% of participants chose an obviously incorrect answer—simply because others did so. And in dysfunctional families, violence can be perceived as “normal”—and it takes many years to realize its abnormality.
Conclusion
Social norms are one of the key factors shaping our actions. The study by Perugini & Bagozzi (2001) shows that our “personal” choices often reflect what is accepted in our environment. This is not a weakness but a natural, evolutionarily ingrained adaptation mechanism. But in the modern context, it can lead us to lose sight of our own priorities.
Realizing this helps find a balance between “what is accepted” and “what matters to me.” And perhaps next time, when making a decision, it’s worth pausing for a moment and asking yourself: is this me—or is it my environment speaking?