Bottom-up influences on social norms: How observers’ responses to transgressions drive norm maintenance versus change

Human behavior is heavily influenced by social norms. But when and how do norms persist or change? Complementing work on the role of top-down factors in the enforcement of normative behavior (e.g., sanctioning systems, organizational culture, formal leadership, corrective actions), I introduce a model of bottom-up influences on norm development. I argue that the trajectories of social norms are shaped by behavioral responses of observers to emergent norm violations. Research on such responses can be categorized in three broad clusters that have distinct implications for norm development. Oppositional responses to norm violations (punishment, confrontation, gossip, whistleblowing, derogation, social exclusion, emotional condemnation) discourage future transgressions, thereby contributing to norm maintenance. Acquiescent responses (avoidance, tolerance) leave room for future violations, thereby contributing to norm erosion. Supportive responses (emulation, endorsement) encourage future deviance and facilitate the spreading of counternormative behavior, thereby catalyzing norm change. By linking micro-level norm violations to macro-level normative systems, this approach illuminates how norms are dynamically negotiated through social interaction.