The Motivational Force of Descriptive Norms
Gelfand, Michele J., and Jesse R. Harrington. 2015. “The Motivational Force of Descriptive Norms.” Journal of Cross-Cultural Psychology 46 (10): 1273–78. https://doi.org/10.1177/0022022115600796.
Abstract:
Descriptive norms, or cognitions concerning the dominant beliefs, values, and behaviors of a particular reference group, are distinct from personal values and predict a wide range of cultural behavior. However, questions remain as to when and in what contexts descriptive norms predict behavior and what cultural, situational, and individual difference factors influence their motivational force. In this article, we focus on three primary motive goals that may help us determine when descriptive norms are particularly predictive: the goal to manage uncertainty and threat, the goal to manage impressions, and goals derived from power and dependence. We argue that descriptive norms serve important epistemic, identity, and social coordinative functions that help satisfy these goals.
Descriptive norms (what people think others typically do) can strongly influence behaviour. In eco games, showing that most characters or players act sustainably can make green choices feel normal and expected, encouraging players to do the same.