Measuring Norms

Abstract This chapter addresses how to measure social norms. It explains why measurement is crucial to effective policy interventions. It documents what we learn from behavioral experiments and argues there are limits to simple observation of behavior. It contends that we need to have an independent measure of social expectations, both empirical and normative. However, measuring consensus on appropriate behavior is not sufficient to diagnose a social norm. Rather, we have to assess conditional preferences and measure conformity. This requires understanding which measurement tools to use and how to use them. To that end, it introduces surveys and vignettes, charting their limits and advantages. The chapter concludes with an observation about the importance of hypothetical thinking.