A Focus Theory of Normative Conduct: A Theoretical Refinement and Reevaluation of the Role of Norms in Human Behavior

This chapter focuses on norms, which can be demonstrated to affect human action systematically and powerfully. Three distinct types of norms that are effective: social norms of the descriptive kind, which guides the behavior via the perception of how most others would behave; social norms of the injunctive kind, which guides the behavior via the perception of how most others would approve/disapprove of a person's conduct; and personal norms, which guides the behavior via the perception of how a person would approve/disapprove of his own conduct. At a given time, an individual's actions are likely to conform to the dictates of the type of norm that are familiar even when the other types of norms dictate contrary conduct. The chapter discusses those injunctive social norms—once activated—is likely to lead to beneficial social conduct across the greatest number of situations and populations. By focusing subjects on one or another type of norm, the action of a particular kind of norm was stimulated, without activating the other kinds.