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Integrating social learning and network formation for social tipping towards a sustainable future
This research examines the historical and cultural aspects of the Perang Topat ritual in Lombok, Indonesia, with a particular focus on the role of Islamic education in the preservation of this local tradition. This study examines the impact of Islamic teachings on the ritual, elucidating the interconnection between religion and culture. The study employs a qualitative methodology, encompassing ethnographic fieldwork, interviews and document analysis with key informants, including religious leaders and cultural practitioners. The findings indicate that Perang Topat is reflective of cultural and religious diversity, with participation from both Muslim and Hindu communities. The ritual is firmly embedded in the historical context of an agrarian society and serves to promote values of gratitude, togetherness and mutual respect. It can be seen that Islamic education plays a pivotal role in influencing the younger generation’s comprehension of the ritual and in guaranteeing its cultural significance is maintained. While this research is focused on a single cultural site, further studies in other regions could extend these findings and provide deeper insights into the interplay between religion and tradition in Muslim communities.
Behavioral science has yielded insights about the actions of individuals, particularly acting as
consumers, that affect climate change. Behaviors in other spheres of life remain understudied.
In this Perspective, we propose a collaborative research agenda that integrates behavioral
science insights across multiple disciplines. To this end, we offer six recommendations for
optimizing the quality and impact of research on individual climate behavior. They are united
by a shift towards more solutions-focused research that is directly useful to citizens,
policymakers, and other change agents. Achieving this vision will require overcoming
challenges such as limited funding for behavioral and social sciences and structural barriers
within and beyond the academic system that impede collaborations across disciplines.
We review theoretical approaches for modelling the origin, persistence and change of social norms. The most comprehensive models describe the coevolution of behaviours, personal, descriptive and injunctive norms while considering influences of various authorities and accounting for cognitive processes and between-individual differences. Models show that social norms can improve individual and group well-being. Under some conditions though, deleterious norms can persist in the population through conformity, preference falsification and pluralistic ignorance. Polarization in behaviour and beliefs can be maintained, even when societal advantages of particular behaviours or belief systems over alternatives are clear. Attempts to change social norms can backfire through cognitive processes including cognitive dissonance and psychological reactance. Under some conditions social norms can change rapidly via tipping point dynamics. Norms can be highly susceptible to manipulation, and network structure influences their propagation. Future models should incorporate network structure more thoroughly, explicitly study online norms, consider cultural variations and be applied to real-world processes.
This article is part of the theme issue ‘Social norm change: drivers and consequences’.
Applied cultural evolution includes any effort to mobilize social learning and cultural evolution to promote behaviour change. Social tipping is one version of this idea based on conformity and coordination. Conformity and coordination can reinforce a harmful social norm, but they can also accelerate change from a harmful norm to a beneficial alternative. Perhaps unfortunately, the link between the size of an intervention and social tipping is complex in heterogeneous populations. A small intervention targeted at one segment of society can induce tipping better than a large intervention targeted at a different segment. We develop and examine two models showing that the link between social tipping and social welfare is also complex in heterogeneous populations. An intervention strategy that creates persistent miscoordination, exactly the opposite of tipping, can lead to higher social welfare than another strategy that leads to tipping. We show that the potential benefits of miscoordination often hinge specifically on the preferences of people most resistant to behaviour change. Altogether, ordinary forms of heterogeneity complicate applied cultural evolution considerably. Heterogeneity weakens both the link between the size of a social planner’s intervention and behaviour change and the link between behaviour change and the well-being of society.
This article is part of the theme issue ‘Social norm change: drivers and consequences’.
Discussions of the environmental impact that revolve around monetary incentives and other easy-to-measure factors are important, but they neglect culture. Pro-environmental values will be crucial when facing sustainability challenges in the Anthropocene, and demand among green consumers is arguably critical to incentivise sustainable production. However, owing to asymmetric information, consumers might not know whether the premium they pay for green production is well-spent. Reliable monitoring of manufacturers is meant to solve this problem. To see how this might work, we develop and analyse a game theoretic model of a simple buyer–seller exchange with asymmetric information, and our analysis shows that greenwashing can exist exactly because reliable monitoring co-exists with unreliable monitoring. More broadly, promoting pro-environmental values among consumers might even amplify the problem at times because a manufacturer with significant market power can exploit both consumer preferences for sustainability and trustworthy monitoring to gouge prices and in extreme cases green wash in plain sight. We discuss several strategies to address this problem. Promoting accurate beliefs and a large-scale behavioural change based on pro-environmental values might be necessary for a rapid transition to a sustainable future, but recent evidence from the cultural evolution literature highlights many important challenges.
This article is part of the theme issue ‘Evolution and sustainability: gathering the strands for an Anthropocene synthesis’.
We propose that the global environmental crises of the Anthropocene are the outcome of a ratcheting process in long-term human evolution which has favoured groups of increased size and greater environmental exploitation. To explore this hypothesis, we review the changes in the human ecological niche. Evidence indicates the growth of the human niche has been facilitated by group-level cultural traits for environmental control. Following this logic, sustaining the biosphere under intense human use will probably require global cultural traits, including legal and technical systems. We investigate the conditions for the evolution of global cultural traits. We estimate that our species does not exhibit adequate population structure to evolve these traits. Our analysis suggests that characteristic patterns of human group-level cultural evolution created the Anthropocene and will work against global collective solutions to the environmental challenges it poses. We illustrate the implications of this theory with alternative evolutionary paths for humanity. We conclude that our species must alter longstanding patterns of cultural evolution to avoid environmental disaster and escalating between-group competition. We propose an applied research and policy programme with the goal of avoiding these outcomes.
This article is part of the theme issue ‘Evolution and sustainability: gathering the strands for an Anthropocene synthesis’.
Climate change and political polarization are two of the twenty-first century’s critical socio-political issues. Here we investigate their intersection by studying the discussion around the United Nations Conference of the Parties on Climate Change (COP) using Twitter data from 2014 to 2021. First, we reveal a large increase in ideological polarization during COP26, following low polarization between COP20 and COP25. Second, we show that this increase is driven by growing right-wing activity, a fourfold increase since COP21 relative to pro-climate groups. Finally, we identify a broad range of ‘climate contrarian’ views during COP26, emphasizing the theme of political hypocrisy as a topic of cross-ideological appeal; contrarian views and accusations of hypocrisy have become key themes in the Twitter climate discussion since 2019. With future climate action reliant on negotiations at COP27 and beyond, our results highlight the importance of monitoring polarization and its impacts in the public climate discourse.
Anthropogenic carbon emissions have the potential to trigger changes in climate and ecosystems that would be catastrophic for the well-being of humans and other species. Widespread shifts in production and consumption patterns are urgently needed to address climate change. Although transnational agreements and national policy are necessary for a transition to a fully decarbonized global economy, fluctuating political priorities and lobbying by vested interests have slowed these efforts. Against this backdrop, bottom-up pressure from social movements and shifting social norms may offer a complementary path to a more sustainable economy. Furthermore, norm change may be an important component of decarbonization policies by accelerating or strengthening the impacts of other demand-side measures. Individual actions and policy support are social processes-they are intimately linked to expectations about the actions and beliefs of others. Although prevailing social norms often reinforce the status quo and unsustainable development pathways, social dynamics can also create widespread and rapid shifts in cultural values and practices, including increasing pressure on politicians to enact ambitious policy. We synthesize literature on social-norm influence, measurement, and change from the perspectives of psychology, anthropology, sociology, and economics. We discuss the opportunities and challenges for the use of social-norm and social-tipping interventions to promote climate action. Social-norm interventions aimed at addressing climate change or other social dilemmas are promising but no panacea. They require in-depth contextual knowledge, ethical consideration, and situation-specific tailoring and testing to understand whether they can be effectively implemented at scale. Our review aims to provide practitioners with insights and tools to reflect on the promises and pitfalls of such interventions in diverse contexts.
Social tipping can accelerate behaviour change consistent with policy objectives in diverse domains from social justice to climate change. Hypothetically, however, group identities might undermine tipping in ways that policymakers do not anticipate. To examine this, we implemented an experiment around the 2020 US federal elections. The participants faced consistent incentives to coordinate their choices. Once the participants had established a coordination norm, an intervention created pressure to tip to a new norm. Our control treatment used neutral labels for choices. Our identity treatment used partisan political images. This simple pay-off-irrelevant relabelling generated extreme differences. The control groups developed norms slowly before intervention but transitioned to new norms rapidly after intervention. The identity groups developed norms rapidly before intervention but persisted in a state of costly disagreement after intervention. Tipping was powerful but unreliable. It supported striking cultural changes when choice and identity were unlinked, but even a trivial link destroyed tipping entirely.
Conformist social influence is a double-edged sword when it comes to vaccine promotion. On the one hand, social influence may increase vaccine uptake by reassuring the hesitant about the safety and effectiveness of the vaccine; on the other, people may forgo the cost of vaccination when the majority is already vaccinated – giving rise to a public goods dilemma. Here, we examine whether available information on the percentage of double-vaccinated people affects COVID-19 vaccination intention among unvaccinated people in Turkey. In an online experiment, we divided participants ( n = 1013) into low, intermediate, and high social influence conditions, reflecting the government's vaccine promotion messages. We found that social influence did not predict COVID-19 vaccination intention, but psychological reactance and collectivism did. People with higher reactance (intolerance of others telling one what to do and being sceptical of consensus views) had lower vaccination intention, whilst people with higher collectivism (how much a person considers group benefits over individual success) had higher vaccination intention. Our findings suggest that advertising the percentage of double-vaccinated people is not sufficient to trigger a cascade of others getting themselves vaccinated. Diverse promotion strategies reflecting the heterogeneity of individual attitudes could be more effective.
Rapid and comprehensive social change is required to mitigate pressing environmental issues such as climate change. Social tipping interventions have been proposed as a policy tool for creating this kind of change. Social tipping means that a small minority committed to a target behaviour can create a self-reinforcing dynamic, which establishes the target behaviour as a social norm. The possibility of achieving the large-scale diffusion of pro-environmental norms and related behaviours with an intervention delimited in size and time is tempting. Yet the canonical model of tipping, the coordination game, may evoke overly optimistic expectations regarding the potential of tipping, due to the underlying assumption of homogenous preferences. Relaxing this assumption, we devise a threshold model of tipping pro-environmental norm diffusion. The model suggests that depending on the distribution of social preferences in a population, and the individual cost of adopting a given pro-environmental behaviour, the same intervention can activate tipping, have little effect, or produce a backlash. Favourable to tip pro-environmental norms are widespread advantageous inequity aversion and low adoption costs. Adverse are widespread self-regarding preferences or disadvantageous inequity aversion, and high costs. We discuss the policy implications of these findings and suggest suitable intervention strategies for different contexts.
Public health policy often involves implementing cost-efficient, large-scale interventions. When mandating or forbidding a specific behaviour is not permissible, public health professionals may draw on behaviour change interventions to achieve socially beneficial policy objectives. Interventions can have two main effects: (i) a direct effect on people initially targeted by the intervention; and (ii) an indirect effect mediated by social influence and by the observation of other people's behaviour. However, people's attitudes and beliefs can differ markedly throughout the population, with the result that these two effects can interact to produce unexpected, unhelpful and counterintuitive consequences. Public health professionals need to understand this interaction better. This paper illustrates the key principles of this interaction by examining two important areas of public health policy: tobacco smoking and vaccination. The example of antismoking campaigns shows when and how public health professionals can amplify the effects of a behaviour change intervention by taking advantage of the indirect pathway. The example of vaccination campaigns illustrates how underlying incentive structures, particularly anticoordination incentives, can interfere with the indirect effect of an intervention and stall efforts to scale up its implementation. Recommendations are presented on how public health professionals can maximize the total effect of behaviour change interventions in heterogeneous populations based on these concepts and examples.
Sex ratios at birth favoring boys are being documented in a growing number of countries, a pattern indicating that families selectively abort females. Son bias also explains why, in many countries, girls have more siblings and are born at relatively earlier parities compared with their brothers. In this study, we develop novel methods for measuring son bias using both questionnaire items and implicit association tests, and we collect data on fertility preferences and outcomes from 2,700 participants in Armenia. We document highly skewed sex ratios, suggesting that selective abortions of females are widespread among parents in our sample. We also provide evidence that sex-selective abortions are underreported, which highlights the problem of social desirability bias. We validate our methods and demonstrate that conducting implicit association tests can be a successful strategy for measuring the relative preference for sons and daughters when social desirability is a concern. We investigate the structure of son-biased fertility preferences within households, across families, and between regions in Armenia, using measures of son bias at the level of the individual decision-maker. We find that men are, on average, considerably more son-biased than women. We also show that regional differences in son bias exist and that they appear unrelated to the socioeconomic composition of the population. Finally, we estimate the degree of spousal correlation in son bias and discuss whether husbands are reliably more son-biased than their wives.
Significance
Social tipping—instances of sudden change that upend social order—is rarely anticipated and usually understood only in hindsight. The ability to predict when societies will reach a tipping point has significant implications for welfare, especially when social norms are detrimental. In a large-scale laboratory experiment, we identify a model that accurately predicts social tipping and use it to address a long-standing puzzle: Why do norms sometimes persist when they are detrimental to social welfare? We show that beneficial norm change is often hindered by a desire to avoid the costs associated with transitioning to a new norm. We find that policies that help societies develop a common understanding of the benefits from change foster the abandonment of detrimental norms.
The diffusion of environmentally sustainable consumption patterns is crucial for reaching net carbon neutrality. As a promising policy tool for reaching this goal, scholars have put forward social tipping interventions (SOTIs). “Social tipping” refers to the phenomenon that a small initial change in a parameter of a social system can create abrupt, nonlinear change via self-reinforcing feedback. If this reduces the burden on the environment, it is of potential interest for environmental policy. SOTIs are attempts to create social tipping intentionally. SOTIs produce rapid norm changes in laboratory experiments. However, little is known about the potential of SOTIs in the field. This research reports on a field intervention promoting the consumption of hot beverages in reusable mugs instead of one-way cups, conducted at Swiss university cafeterias (N = 162,523 consumption decisions). Two SOTIs involved an appeal promoting sustainable consumption with regular feedback about the current prevalence of sustainable consumption. Two control treatments involved either the same appeal without feedback or no intervention. This research offers three key findings. First, SOTIs involving regular normative feedback can transform sustainable consumption from a minority behavior into a social norm within weeks. Second, tipping points in real-world environmental dilemmas may exceed the values found in recent laboratory experiments (≥50% vs. ≥25%). Third, SOTIs can also promote the decay of sustainable consumption. By implication, the risk-free use of SOTIs requires deeper insights into the boundary conditions of these dynamics.
Norm enforcement may be important for resolving conflicts and promoting cooperation. However, little is known about how preferred responses to norm violations vary across cultures and across domains. In a preregistered study of 57 countries (using convenience samples of 22,863 students and non-students), we measured perceptions of the appropriateness of various responses to a violation of a cooperative norm and to atypical social behaviors. Our findings highlight both cultural universals and cultural variation. We find a universal negative relation between appropriateness ratings of norm violations and appropriateness ratings of responses in the form of confrontation, social ostracism and gossip. Moreover, we find the country variation in the appropriateness of sanctions to be consistent across different norm violations but not across different sanctions. Specifically, in those countries where use of physical confrontation and social ostracism is rated as less appropriate, gossip is rated as more appropriate.
Numerous evolutionary mechanisms have been proposed for the origins, spread and maintenance of low fertility. Such scholarship has focused on explaining the adoption of fertility-reducing behaviour, especially the use of contraceptive methods. However, this work has yet to engage fully with the dynamics of contraceptive behaviour at the individual level. Here we highlight the importance of considering not just adoption but also discontinuation for understanding contraceptive dynamics and their impact on fertility. We start by introducing contemporary evolutionary approaches to understanding fertility regulation behaviours, discussing the potential for integrating behavioural ecology and cultural evolution frameworks. Second, we draw on family planning studies to highlight the importance of contraceptive discontinuation owing to side-effects for understanding fertility rates and suggest evolutionary hypotheses for explaining patterns of variation in discontinuation rates. Third, we sketch a framework for considering how individual flexibility in contraceptive behaviour might impact the evolution of contraceptive strategies and the demographic transition. We argue that integrating public health and evolutionary approaches to reproductive behaviour might advance both fields by providing (a) a predictive framework for comparing the effectiveness of various public health strategies and (b) a more realistic picture of behaviour by considering contraceptive dynamics at the individual level more explicitly when modelling the cultural evolution of low fertility.
Cultural evolution requires the social transmission of information. For this reason, scholars have emphasized social learning when explaining how and why culture evolves. Yet cultural evolution results from many mechanisms operating in concert. Here, we argue that the emphasis on social learning has distracted scholars from appreciating both the full range of mechanisms contributing to cultural evolution and how interactions among those mechanisms and other factors affect the output of cultural evolution. We examine understudied mechanisms and other factors and call for a more inclusive programme of investigation that probes multiple levels of the organization, spanning the neural, cognitive-behavioural and populational levels. To guide our discussion, we focus on factors involved in three core topics of cultural evolution: the emergence of culture, the emergence of cumulative cultural evolution and the design of cultural traits. Studying mechanisms across levels can add explanatory power while revealing gaps and misconceptions in our knowledge.
This article is part of the theme issue ‘Foundations of cultural evolution’.
Why do people sometimes hold unjustifed beliefs and make harmful choices? Three hypotheses include (i) contemporary incentives in which some errors cost more than oth- ers, (ii) cognitive biases evolved to manage ancestral incentives with variation in error costs, and (iii) social learning based on choice frequencies. With both modelling and a behavioural experiment, we examined all three mechanisms. The model and experiment support the conclusion that contemporary cost asymmetries affect choices by increasing the rate of cheap errors to reduce the rate of expensive errors. Our model shows that a cognitive bias can distort the evolution of beliefs and in turn behaviour. Unless the bias is strong, however, beliefs often evolve in the correct direction. This suggests limi- tations on how cognitive biases shape choices, which further indicates that detecting the behavioural consequences of biased cognition may sometimes be challenging. Our experi- ment used a prime intended to activate a bias called \hyperactive agency detection", and the prime had no detectable effect on choices. Finally, both the model and experiment show that frequency-dependent social learning can generate choice dynamics in which some populations converge on widespread errors, but this outcome hinges on the other two mechanisms being neutral with respect to choice.
Humans are fundamentally social. Social activities require coordination, possibly leading to multiple equilibria in the form of self-reinforcing patterns of herd behavior. When alternative equilibria differ substantially with respect to environmental damage, they represent virtuous and vicious cycles from an environmental perspective. Such cycles can be sustained by network effects, social pressure to conform, or other mechanisms directly or indirectly yielding coordination benefits. Breaking the vicious cycles can be an important task for environmental policies. I present a stylized model of social coordination with environmental externalities, using it to discuss how environmental policies may help agents coordinate in more environment-friendly ways.
Significance
Achieving a rapid global decarbonization to stabilize the climate critically depends on activating contagious and fast-spreading processes of social and technological change within the next few years. Drawing on expert elicitation, an expert workshop, and a review of literature, which provides a comprehensive analysis on this topic, we propose concrete interventions to induce positive social tipping dynamics and a rapid global transformation to carbon-neutral societies. These social tipping interventions comprise removing fossil-fuel subsidies and incentivizing decentralized energy generation, building carbon-neutral cities, divesting from assets linked to fossil fuels, revealing the moral implications of fossil fuels, strengthening climate education and engagement, and disclosing greenhouse gas emissions information.
For a policy-maker promoting the end of a harmful tradition, conformist social influence is a compelling mechanism. If an intervention convinces enough people to abandon the tradition, this can spill over and induce others to follow. A key objective is thus to activate such spillovers and amplify an intervention’s effects. With female genital cutting as a motivating example, we develop empirically informed analytical and simulation models to examine this idea. Even if conformity pervades decision-making, spillovers can range from irrelevant to indispensable. Our analysis highlights three considerations. First, ordinary forms of individual heterogeneity can severely limit spillovers, and understanding the heterogeneity in a population is essential. Second, although interventions often target samples of the population biased towards ending the harmful tradition, targeting a representative sample is a more robust way to achieve spillovers. Finally, if the harmful tradition contributes to group identity, the success of spillovers can depend critically on disrupting the link between identity and tradition.
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Groundwater is critical to global food security, environmental flows, and millions of rural livelihoods in the face of climate change. Although a third of Earth’s largest groundwater basins are being depleted by irrigated agriculture, little is known about the conditions that lead resource users to comply with conservation policies. Here we developed an agent-based model, of irrigated agriculture rooted in principles of cooperation and collective action and grounded on the World Values Survey Wave 6 (n = 90,350). Simulations of three major aquifer systems facing unsustainable demands reveal tipping points where social norms towards groundwater conservation shift abruptly with small changes in cultural values and monitoring and enforcement provisions. These tipping points are amplified by group size and best invoked by engaging a minority of rule followers. Overall, we present a powerful tool for evaluating the contingency of regulatory compliance upon cultural, socioeconomic, institutional and physical conditions, and its susceptibility to change beyond thresholds. Managing these thresholds may help to avoid unsustainable groundwater development, reduce enforcement costs, better account for cultural diversity in transboundary aquifer management and increase community resilience to changes in regional climate. Although we focus on groundwater, our methods and findings apply broadly to other resource management issues.
This paper offer a general theoretical framework that can, first, help integrate the different explanations of child marriage and, second, guide the development of measurement tools indispensable for child marriage M&E. Our theoretical framework is based on insights into how individuals make decisions. The collective practice of child marriage is ultimately a cluster of individual behaviors, so that, if we want to understand it, we have to understand why individuals behave in certain ways. This paper was written in collaboration with UNICEF and benefited from the technical input of UNICEF staff.
The structure of communication networks is an important determinant of the capacity of teams, organizations and societies to solve policy, business and science problems. Yet, previous studies reached contradictory results about the relationship between network structure and performance, finding support for the superiority of both well-connected efficient and poorly connected inefficient network structures. Here we argue that understanding how communication networks affect group performance requires taking into consideration the social learning strategies of individual team members. We show that efficient networks outperform inefficient networks when individuals rely on conformity by copying the most frequent solution among their contacts. However, inefficient networks are superior when individuals follow the best member by copying the group member with the highest payoff. In addition, groups relying on conformity based on a small sample of others excel at complex tasks, while groups following the best member achieve greatest performance for simple tasks. Our findings reconcile contradictory results in the literature and have broad implications for the study of social learning across disciplines.
It is often assumed in experiments and models that social learning abilities - how often individuals copy others, plus who and how they copy - are species-typical. Yet there is accruing evidence for systematic individual variation in social learning within species. Here we review evidence for this individual variation, placing it within a continuum of increasing phenotypic plasticity, from genetically polymorphic personality traits, to developmental plasticity via cues such as maternal stress, to the individual learning of social learning, and finally the social learning of social learning. The latter, possibly restricted to humans, can generate stable between-group cultural variation in social learning. More research is needed to understand the extent, causes, and consequences of this individual and cultural variation. Social learning is often assumed to be a universal, species-typical capacity.We review evidence showing non-trivial individual variation in social learning.This individual variation has multiple causes, reflecting phenotypic plasticity.Individual variation in social learning has important evolutionary consequences.
The World Health Organization defines female genital cutting as any procedure that removes or injures any part of a female's external genitalia for nonmedical reasons (1). Cutting brings no documented health benefits and leads to serious health problems. Across six African countries, for example, a cohort of 15-year-old girls is expected to lose nearly 130,000 years of life because of cutting (2). We report data that question an influential approach to promoting abandonment of the practice.
Action to tackle the complex and divisive issue of climate change will be strongly influenced by public perception. Online social media and associated social networks are an increasingly important forum for public debate and are known to influence individual attitudes and behaviours – yet online discussions and social networks related to climate change are not well understood. Here we construct several forms of social network for users communicating about climate change on the popular microblogging platform Twitter. We classify user attitudes to climate change based on message content and find that social networks are characterised by strong attitude-based homophily and segregation into polarised “sceptic” and “activist” groups. Most users interact only with like-minded others, in communities dominated by a single view. However, we also find mixed-attitude communities in which sceptics and activists frequently interact. Messages between like-minded users typically carry positive sentiment, while messages between sceptics and activists carry negative sentiment. We identify a number of general patterns in user behaviours relating to engagement with alternative views. Users who express negative sentiment are themselves the target of negativity. Users in mixed-attitude communities are less likely to hold a strongly polarised view, but more likely to express negative sentiment towards other users with differing views. Overall, social media discussions of climate change often occur within polarising “echo chambers”, but also within “open forums”, mixed-attitude communities that reduce polarisation and stimulate debate. Our results have implications for public engagement with this important global challenge.
Past research has generated mixed support among social scientists for the utility of social norms in accounting for human behavior. We argue that norms do have a substantial impact on human action; however, the impact can only be properly recognized when researchers (a) separate 2 types of norms that at times act antagonistically in a situation—injunctive norms (what most others approve or disapprove) and descriptive norms (what most others do)—and (b) focus Ss' attention principally on the type of norm being studied. In 5 natural settings, focusing Ss on either the descriptive norms or the injunctive norms regarding littering caused the Ss' littering decisions to change only in accord with the dictates of the then more salient type of norm. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
We examine political polarization over climate change within the American public by analyzing data from 10 nationally representative Gallup Polls between 2001 and 2010. We find that liberals and Democrats are more likely to report beliefs consistent with the scientific consensus and express personal concern about global warming than are conservatives and Republicans. Further, the effects of educational attainment and self-reported understanding on global warming beliefs and concern are positive for liberals and Democrats, but are weaker or negative for conservatives and Republicans. Last, significant ideological and partisan polarization has occurred on the issue of climate change over the past decade.
How does the composition of a population affect the adoption of health behaviors and innovations? Homophily—similarity of
social contacts—can increase dyadic-level influence, but it can also force less healthy individuals to interact primarily
with one another, thereby excluding them from interactions with healthier, more influential, early adopters. As a result,
an important network-level effect of homophily is that the people who are most in need of a health innovation may be among
the least likely to adopt it. Despite the importance of this thesis, confounding factors in observational data have made it
difficult to test empirically. We report results from a controlled experimental study on the spread of a health innovation
through fixed social networks in which the level of homophily was independently varied. We found that homophily significantly
increased overall adoption of a new health behavior, especially among those most in need of it.
Cultural boundaries have often been the basis for discrimination, nationalism, religious wars, and genocide. Little is known,
however, about how cultural groups form or the evolutionary forces behind group affiliation and ingroup favoritism. Hence,
we examine these forces experimentally and show that arbitrary symbolic markers, though initially meaningless, evolve to play
a key role in cultural group formation and ingroup favoritism because they enable a population of heterogeneous individuals
to solve important coordination problems. This process requires that individuals differ in some critical but unobservable
way and that their markers be freely and flexibly chosen. If these conditions are met, markers become accurate predictors
of behavior. The resulting social environment includes strong incentives to bias interactions toward others with the same
marker, and subjects accordingly show strong ingroup favoritism. When markers do not acquire meaning as accurate predictors
of behavior, players show a markedly reduced taste for ingroup favoritism. Our results support the prominent evolutionary
hypothesis that cultural processes can reshape the selective pressures facing individuals and so favor the evolution of behavioral
traits not previously advantaged.
Social norms are the glue that hold society together, yet our knowledge of them remains heavily intellectually siloed. This article provides an interdisciplinary review of the emerging field of norm dynamics by integrating research across the social sciences through a cultural-evolutionary lens. After reviewing key distinctions in theory and method, we discuss research on norm psychology—the neural and cognitive underpinnings of social norm learning and acquisition. We then overview how norms emerge and spread through intergenerational transmission, social networks, and group-level ecological and historical factors. Next, we discuss multilevel factors that lead norms to persist, change, or erode over time. We also consider cultural mismatches that can arise when a changing environment leads once-beneficial norms to become maladaptive. Finally, we discuss potential future research directions and the implications of norm dynamics for theory and policy.
Expected final online publication date for the Annual Review of Psychology, Volume 75 is January 2024. Please see http://www.annualreviews.org/page/journal/pubdates for revised estimates.
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Developing interventions to change human behaviour at scale is critical to achieving the new Global Biodiversity Framework goals. One strategy that conservation practitioners can adopt in pursuing this ambition is to look for lessons from other fields engaged in sustainable development, such as development economics and behavioural science. Over the past twenty years, these fields have generated a large and growing evidence-base of strategies for improving key sustainability indicators in areas such as health, livelihoods and education. This empirical revolution has been accelerated by rapid advances in understanding the social and psychological foundations of human behaviour. In this paper, we identify three areas that can help conservation to bring behaviour change programmes to scale. First, conservation practitioners should develop expertise in human behaviour developed in the social and cognitive sciences. Second, conservation researchers should adopt empirical methods widely practiced in development economics to rigorously identify whether, how and why interventions work. Third, conservation should integrate with the policy institutions and systems to facilitate learning and scaling.
Social norm represents one of the most interdisciplinary and
important concepts in the behavioral sciences. We reviewed
recent research examining the effects of social norms on
climate change-related behaviors, identifying relevant
evidence in five behavioral domains: eco-friendly consumer
choices, energy conservation, reduction/re-use/recycling,
sustainable food choices, and water conservation. We discuss
this research as it pertains to a set of theoretically important
questions that emerged as themes across these studies and
discuss various future research directions as they relate to each
theme. Overall, the recent evidence is quite robust in
demonstrating influential effects of social norms on an array of
behaviors relevant to climate change.
The Intergovernmental Panel on Climate Change (IPCC) is the leading international body for assessing the science related to climate change. It provides regular assessments of the scientific basis of climate change, its impacts and future risks, and options for adaptation and mitigation. This IPCC Special Report is a comprehensive assessment of our understanding of global warming of 1.5°C, future climate change, potential impacts and associated risks, emission pathways, and system transitions consistent with 1.5°C global warming, and strengthening the global response to climate change in the context of sustainable development and efforts to eradicate poverty. It serves policymakers, decision makers, stakeholders and all interested parties with unbiased, up-to-date, policy-relevant information. This title is also available as Open Access on Cambridge Core.
An emerging literature on the evolution of culture can offer new explanations for how norms encourage or obstruct sustainable practices. In particular, dual-inheritance theory describes how interactions between genetic and cultural evolution give rise, in part, to prosociality. Based on this theory, we identify the concept of normative motivation — internalized desires to follow and enforce norms. We discuss the utility of this concept in progressing two major research agendas across the social and behavioural sciences: the impact of motivation on cognition and normative behaviour, and the influence of norms on the policy process. Key contributions from considering norms from this evolutionary perspective include: (1) an improved model of the motivations that lead individuals to follow norms, (2) clarification of how and when incentives successfully generate motivations favouring sustainability and (3) new ideas for leveraging the influence of norms in public policy beyond financial incentives and education campaigns. Theories of cultural evolution can help explain how norms that are externally enforced are internalized to become intrinsic motivations to behave sustainably. This knowledge is useful for developing interventions for behavioural change.
While social learning is widespread, indiscriminate copying of others is rarely beneficial. Theory suggests that individuals should be selective in what, when, and whom they copy, by following 'social learning strategies' (SLSs). The SLS concept has stimulated extensive experimental work, integrated theory, and empirical findings, and created impetus to the social learning and cultural evolution fields. However, the SLS concept needs updating to accommodate recent findings that individuals switch between strategies flexibly, that multiple strategies are deployed simultaneously, and that there is no one-to-one correspondence between psychological heuristics deployed and resulting population-level patterns. The field would also benefit from the simultaneous study of mechanism and function. SLSs provide a useful vehicle for bridge-building between cognitive psychology, neuroscience, and evolutionary biology.
As globalization brings people with incompatible attitudes into contact, cultural conflicts inevitably arise. Little is known about how to mitigate conflict and about how the conflicts that occur can shape the cultural evolution of the groups involved. Female genital cutting is a prominent example. Governments and international agencies have promoted the abandonment of cutting for decades, but the practice remains widespread with associated health risks for millions of girls and women. In their efforts to end cutting, international agents have often adopted the view that cutting is locally pervasive and entrenched. This implies the need to introduce values and expectations from outside the local culture. Members of the target society may view such interventions as unwelcome intrusions, and campaigns promoting abandonment have sometimes led to backlash as they struggle to reconcile cultural tolerance with the conviction that cutting violates universal human rights. Cutting, however, is not necessarily locally pervasive and entrenched. We designed experiments on cultural change that exploited the existence of conflicting attitudes within cutting societies. We produced four entertaining movies that served as experimental treatments in two experiments in Sudan, and we developed an implicit association test to unobtrusively measure attitudes about cutting. The movies depart from the view that cutting is locally pervasive by dramatizing members of an extended family as they confront each other with divergent views about whether the family should continue cutting. The movies significantly improved attitudes towards girls who remain uncut, with one in particular having a relatively persistent effect. These results show that using entertainment to dramatize locally discordant views can provide a basis for applied cultural evolution without accentuating intercultural divisions.
The prevalence of obesity has increased substantially over the past 30 years. We performed a quantitative analysis of the nature and extent of the person-to-person spread of obesity as a possible factor contributing to the obesity epidemic.
We evaluated a densely interconnected social network of 12,067 people assessed repeatedly from 1971 to 2003 as part of the Framingham Heart Study. The body-mass index was available for all subjects. We used longitudinal statistical models to examine whether weight gain in one person was associated with weight gain in his or her friends, siblings, spouse, and neighbors.
Discernible clusters of obese persons (body-mass index [the weight in kilograms divided by the square of the height in meters], > or =30) were present in the network at all time points, and the clusters extended to three degrees of separation. These clusters did not appear to be solely attributable to the selective formation of social ties among obese persons. A person's chances of becoming obese increased by 57% (95% confidence interval [CI], 6 to 123) if he or she had a friend who became obese in a given interval. Among pairs of adult siblings, if one sibling became obese, the chance that the other would become obese increased by 40% (95% CI, 21 to 60). If one spouse became obese, the likelihood that the other spouse would become obese increased by 37% (95% CI, 7 to 73). These effects were not seen among neighbors in the immediate geographic location. Persons of the same sex had relatively greater influence on each other than those of the opposite sex. The spread of smoking cessation did not account for the spread of obesity in the network.
Network phenomena appear to be relevant to the biologic and behavioral trait of obesity, and obesity appears to spread through social ties. These findings have implications for clinical and public health interventions.
This paper examines the decisions of Irish farmers to convert to organic farming by applying the theory of planned behaviour to control for social influence and technical constraints. Cluster analysis and principal component analysis are utilised to account for sample heterogeneity and to identify heterogeneities in farmer beliefs regarding adoption of organic methods. The results indicate that the impact of economic incentives and technical barriers varies, while social acceptance of organic farming constrains adoption. These findings suggest that policy incentives mainly based on subsidy payments may be insufficient to increase the organic sector in the presence of social and technical barriers.
Cristina Bicchieri examines social norms, such as fairness, cooperation, and reciprocity, in an effort to understand their nature and dynamics, generated expectations and evolution and change. Drawing on intellectual traditions and methods, including those of social psychology, experimental economics and evolutionary game theory, Bicchieri provides an integrated account of how social norms emerge and why and when we follow them. Examining the existence and survival of inefficient norms, she demonstrates how norms evolve in ways that depend upon the psychological dispositions of the individual and how such dispositions may impair social efficiency. © Cristina Bicchieri 2006 and Cambridge University Press, 2010.
Similarity breeds connection. This principle - the homophily principle - structures network ties of every type, including marriage, friendship, work, advice, support, information transfer, exchange, comembership, and other types of relationship. The result is that people's personal networks are homogeneous with regard to many sociodemographic, behavioral, and intrapersonal characteristics. Homophily limits people's social worlds in a way that has powerful implications for the information they receive, the attitudes they form, and the interactions they experience. Homophily in race and ethnicity creates the strongest divides in our personal environments, with age, religion, education, occupation, and gender following in roughly that order. Geographic propinquity, families, organizations, and isomorphic positions in social systems all create contexts in which homophilous relations form. Ties between nonsimilar individuals also dissolve at a higher rate, which sets the stage for the formation of niches (localized positions) within social space. We argue for more research on: (a) the basic ecological processes that link organizations, associations, cultural communities, social movements, and many other social forms; (b) the impact of multiplex ties on the patterns of homophily; and (c) the dynamics of network change over time through which networks and other social entities co-evolve.
In challenging the pervasive model of individual actors as cost-benefit analysts who adapt their behavior by learning from the environment, this article analyzes the temporal dynamics of both environmental (individual) learning and biased cultural transmission processes by comparing these dynamics with the robust “5-shaped” curves that emerge from the diffusion of innovations literature. The analysis shows three things: (1) that environmental learning alone never produces the 5-shaped adoption dynamics typically observed in the spread of novel practices, ideas, and technologies; (2) that biased cultural transmission always produces the S-shaped temporal dynamics; and (3) that a combination of environmental learning and biased cultural transmission can generate 5-dynamics but only when biased cultural transmission is the predominate force in the spread of new behaviors. These findings suggest that biased cultural transmission processes are much more important to understanding the diffusion of innovations and sociocultural evolution than is often assumed by most theorists. [diffusion of innovations, cultural transmission, learning, cultural evolution]
New ideas, products, and practices take time to diffuse, a fact that is often attributed to some form of heterogeneity among potential adopters. This paper examines three broad classes of diffusion models -- contagion, social influence, and social learning -- and shows how to incorporate heterogeneity into each at a high level of generality without losing analytical tractability. Each type of model leaves a characteristic "footprint" on the shape of the adoption curve which provides a basis for discriminating empirically between them. The approach is illustrated using the classic study of Ryan and Gross (1943) on the diffusion of hybrid corn. (JEL D83, O33, Q16, Z13)
The prevalence of smoking has decreased substantially in the United States over the past 30 years. We examined the extent of the person-to-person spread of smoking behavior and the extent to which groups of widely connected people quit together.
We studied a densely interconnected social network of 12,067 people assessed repeatedly from 1971 to 2003 as part of the Framingham Heart Study. We used network analytic methods and longitudinal statistical models.
Discernible clusters of smokers and nonsmokers were present in the network, and the clusters extended to three degrees of separation. Despite the decrease in smoking in the overall population, the size of the clusters of smokers remained the same across time, suggesting that whole groups of people were quitting in concert. Smokers were also progressively found in the periphery of the social network. Smoking cessation by a spouse decreased a person's chances of smoking by 67% (95% confidence interval [CI], 59 to 73). Smoking cessation by a sibling decreased the chances by 25% (95% CI, 14 to 35). Smoking cessation by a friend decreased the chances by 36% (95% CI, 12 to 55 ). Among persons working in small firms, smoking cessation by a coworker decreased the chances by 34% (95% CI, 5 to 56). Friends with more education influenced one another more than those with less education. These effects were not seen among neighbors in the immediate geographic area.
Network phenomena appear to be relevant to smoking cessation. Smoking behavior spreads through close and distant social ties, groups of interconnected people stop smoking in concert, and smokers are increasingly marginalized socially. These findings have implications for clinical and public health interventions to reduce and prevent smoking.
Social norms as solutions
- Nyborg
Global Warming of 1.5 C: IPCC special report on impacts of global warming of 1.5 C above pre-industrial levels in context of strengthening response to climate change
- Masson-Delmotte