Social norms can be understood as either 'what most people think and do' or, alternatively, 'what individuals believe most people think and do.' As such, social norms are about what's considered normal or ought to be normal in a given context and situation. Stated differently, norms reflect real or perceived majority opinion and behavior. Social norms exert influence on people's attitudes and behavior. This influence is strongest when individuals...
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Social norms and communication influence (English). Communication for Governance and Accountability Program (CommGAP) Washington, DC: World Bank. http://documents.worldbank.org/curated/en/447441468178139680