A cognitive approach to learning, monitoring, and shifting social norms.

Social norms govern and prescribe how group members behave. Since norms manifest in individuals' behavior, it is important to consider the cognitive demands associated with detecting and monitoring norm behaviors. Here I describe three types of norms that differ in the behavior they prescribe, the cognitive processes of behavior detection and monitoring they require, and the compliance and cooperative patterns they entail. Categorical norms, such as taboos, prescribe what actions group members must or shouldn't do, and may rely on affective outcomes. Scale-sensitive norms govern how much of a behavior one must do and rely on signal detection processes. History-sensitive norms consider a whole sequence of actions performed by specific individuals, such as the history of contribution, and require evidence accumulation mechanisms. Detecting and monitoring these different types of behaviors poses different cognitive demands, which may affect the extent and stability of social norms. By taking the cognitive perspective, it may be possible to understand why some norms are more resilient than others, and plan interventions that promote norm change by matching these cognitive demands.