Social norm strength and norm change.

Social norms vary both in terms of their content (e.g. don't talk to strangers, help the needy) and their strength.

Why social norms may fail us when we need them most.

Where social norms are the 'glue' guiding behavior, people hardly think of their behavior as an act of norm compliance. They do consciously look for social norms in situations of environmental or social uncertainty, because i) norms provide behavioral cues that reduce uncertainty and ii) the uncertainty is partially induced by the lack or instability of social norms themselves-creating the (flawed) perception that social norms often fail us when we need them most. We discuss several state-of-the-art conceptualizations of social norms-abstract and specific norms, the social norms life cycle, and social norms in changing contexts-to highlight where and how uncertainty comes into play within each of these approaches, and consequently where the success of social norms might be hindered.

Co-evolution of behaviour and beliefs in social dilemmas: estimating material, social, cognitive and cultural determinants.

Understanding and predicting human cooperative behaviour and belief dynamics remains a major challenge both from the scientific and practical perspectives. Because of the complexity and multiplicity of material, social and cognitive factors involved, both empirical and theoretical work tends to focus only on some snippets of the puzzle. Recently, a mathematical theory has been proposed that integrates material, social and cognitive aspects of behaviour and beliefs dynamics to explain how people make decisions in social dilemmas within heterogeneous groups.

Evidence from 43 countries that disease leaves cultures unchanged in the short-term.

Did cultures change shortly after, and in response to, the COVID-19 outbreak? If so, then in what way? We study these questions for a set of macro-cultural dimensions: collectivism/individualism, duty/joy, traditionalism/autonomy, and pro-fertility/individual-choice norms. We also study specific perceptions and norms like perceived threats to society (e.g.

Anger and disgust shape judgments of social sanctions across cultures, especially in high individual autonomy societies.

When someone violates a social norm, others may think that some sanction would be appropriate. We examine how the experience of emotions like anger and disgust relate to the judged appropriateness of sanctions, in a pre-registered analysis of data from a large-scale study in 56 societies. Across the world, we find that individuals who experience anger and disgust over a norm violation are more likely to endorse confrontation, ostracism and, to a smaller extent, gossip.

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.

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.

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.

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.

Vaccine-hesitant people misperceive the social norm of vaccination.

Vaccine hesitancy is one of the main threats to global health, as became clear once more during the COVID-19 pandemic. Vaccination campaigns could benefit from appeals to social norms to promote vaccination, but without awareness of the social norm in place any intervention relying on social norms may backfire. We present a two-step approach of social norm diagnosis and intervention that identifies both whether a vaccination norm exists or develops over time and corrects misperceptions.

The voice of few, the opinions of many: evidence of social biases in Twitter COVID-19 fake news sharing.

Online platforms play a relevant role in the creation and diffusion of false or misleading news. Concerningly, the COVID-19 pandemic is shaping a communication network which reflects the emergence of collective attention towards a topic that rapidly gained universal interest. Here, we characterize the dynamics of this network on Twitter, analysing how unreliable content distributes among its users.

A research agenda for the study of social norm change.

Social norms have been investigated across many disciplines for many years, but until recently, studies mainly provided indirect, implicit and correlational support for the role of social norms in driving behaviour. To understand how social norms, and in particular social norm change, can generate a large-scale behavioural change to deal with some of the most pressing challenges of our current societies, such as climate change and vaccine hesitancy, we discuss and review several recent advances in social norm research that enable a more precise underpinning of the role of social norms: how to identify their existence, how to establish their causal effect on behaviour and when norm change may pass tipping points. We advocate future research on social norms to study norm change through a mechanism-based approach that integrates experimental and computational methods in theory-driven, empirically calibrated agent-based models.

Evidence from a long-term experiment that collective risks change social norms and promote cooperation.

Social norms can help solve pressing societal challenges, from mitigating climate change to reducing the spread of infectious diseases. Despite their relevance, how norms shape cooperation among strangers remains insufficiently understood. Influential theories also suggest that the level of threat faced by different societies plays a key role in the strength of the norms that cultures evolve.

Perceptions of the appropriate response to norm violation in 57 societies.

Norm enforcement may be important for resolving conflicts and promoting cooperation. However, little is known about how preferred responses to norm violations vary across cultures and across domains. In a preregistered study of 57 countries (using convenience samples of 22,863 students and non-students), we measured perceptions of the appropriateness of various responses to a violation of a cooperative norm and to atypical social behaviors.

Evolutionary advantages of turning points in human cooperative behaviour.

Cooperation is crucial to overcome some of the most pressing social challenges of our times, such as the spreading of infectious diseases, corruption and environmental conservation. Yet, how cooperation emerges and persists is still a puzzle for social scientists. Since human cooperation is individually costly, cooperative attitudes should have been eliminated by natural selection in favour of selfishness.

Peer effects on compliance with extortive requests.

We conduct laboratory experiments to study peer effects on compliance with extortive requests. To this aim, we use an "extortion game" with multiple victims. In agreement with our hypothesis, our results show that when the information on peers' behavior is available, compliance with appropriative requests is triggered by conformism among victims rather than by punishment.

Balancing selfishness and norm conformity can explain human behavior in large-scale prisoner's dilemma games and can poise human groups near criticality.

Cooperation is central to the success of human societies as it is crucial for overcoming some of the most pressing social challenges of our time; still, how human cooperation is achieved and may persist is a main puzzle in the social and biological sciences. Recently, scholars have recognized the importance of social norms as solutions to major local and large-scale collective action problems, from the management of water resources to the reduction of smoking in public places to the change in fertility practices. Yet a well-founded model of the effect of social norms on human cooperation is still lacking.

Are Some Countries More Honest than Others? Evidence from a Tax Compliance Experiment in Sweden and Italy.

This study examines cultural differences in ordinary dishonesty between Italy and Sweden, two countries with different reputations for trustworthiness and probity. Exploiting a set of cross-cultural tax compliance experiments, we find that the average level of tax evasion (as a measure of ordinary dishonesty) does not differ significantly between Swedes and Italians. However, we also uncover differences in national "styles" of dishonesty.

Counter-Punishment, Communication, and Cooperation among Partners.

We study how communication affects cooperation in an experimental public goods environment with punishment and counter-punishment opportunities. Participants interacted over 30 rounds in fixed groups with fixed identifiers that allowed them to trace other group members' behavior over time. The two dimensions of communication we study are asking for a specific contribution level and having to express oneself when choosing to counter-punish.

"Willing to Pay?" Tax Compliance in Britain and Italy: An Experimental Analysis.

As shown by the recent crisis, tax evasion poses a significant problem for countries such as Greece, Spain and Italy. While these societies certainly possess weaker fiscal institutions as compared to other EU members, might broader cultural differences between northern and southern Europe also help to explain citizens' (un)willingness to pay their taxes? To address this question, we conduct laboratory experiments in the UK and Italy, two countries which straddle this North-South divide. Our design allows us to examine citizens' willingness to contribute to public goods via taxes while holding institutions constant.

Perceived legitimacy of normative expectations motivates compliance with social norms when nobody is watching.

Three main motivations can explain compliance with social norms: fear of peer punishment, the desire for others' esteem and the desire to meet others' expectations. Though all play a role, only the desire to meet others' expectations can sustain compliance when neither public nor private monitoring is possible. Theoretical models have shown that such desire can indeed sustain social norms, but empirical evidence is lacking.

Punish and voice: punishment enhances cooperation when combined with norm-signalling.

Material punishment has been suggested to play a key role in sustaining human cooperation. Experimental findings, however, show that inflicting mere material costs does not always increase cooperation and may even have detrimental effects. Indeed, ethnographic evidence suggests that the most typical punishing strategies in human ecologies (e.