Norms in the Wild: How to Diagnose, Measure, and Change Social Norms

by Cristina Bicchieri

The philosopher Cristina Bicchieri here develops her theory of social norms, most recently explained in her 2006 volume The Grammar of Society. Bicchieri challenges many of the fundamental assumptions of the social sciences. She argues that when it comes to human behavior, social scientists place too much stress on rational deliberation. In fact, many choices occur without much deliberation at all. Bicchieri's theory accounts for these automatic components of behavior, where individuals react automatically to cues--those cues often pointing to the social norms that govern our choices in a social world

Bicchieri's work has broad implications not only for understanding human behavior, but for changing it for better outcomes. People have a strong conditional preference for following social norms, but that also means manipulating those norms (and the underlying social expectations) can produce beneficial behavioral changes. Bicchieri's recent work with UNICEF has explored the applicability of her views to issues of human rights and well-being. Is it possible to change social expectations around forced marriage, genital mutilations, and public health practices like vaccinations and sanitation? If so, how? What tools might we use? This short book explores how social norms work, and how changing them--changing preferences, beliefs, and especially social expectations--can potentially improve lives all around the world.

Genres: Philosophy, Sociology, Psychology, Society, Nonfiction

257 pages, Kindle Edition

Published December 1, 2016

About the author

Cristina Bicchieri is the SJP Harvie Professor of Social Thought and Comparative Ethics at the University of Pennsylvania, and director of the Philosophy, Politics and Economics program.

She is a foremost scholar of rational choice and philosophy of social science, and a leader in behavioral ethics.

Reviews

[B Conatus · Rating 4 out of 5]

From my forthcoming review in Philosophical Review: “I recommend this book highly to both teachers of philosophy, and to those who are interested in understanding social norms more fully. Some people may be apprehensive about the use of game theory, behavioral economics, and formal models to explain social change. But throughout the book, Bicchieri writes in a clear, engaging, and jargon-free way. And
she shows that models of social behavior can be de-idealized, and then used to develop a better understanding of the malleability of social norms in real world contexts. More importantly, she addresses genuine social problems, and explains the presence, stability, and malleability of these phenomena.”

[Martin Smrek · Rating 4 out of 5]

Great book about how to identify and change social norms. It is bit more on the academic side and at certain moments, it gets harder to follow. However, it provides a complex insight into different kinds of collective behavioral patterns and norms, set of tools to distinguish and identify them, and most importantly, an approach and set of tools to change them. If you are planning to change the world, this seems like a good book to have in your library. And you will also find out, what a surprising impact soap operas like Simplemente María can have!

[Michelle · Rating 4 out of 5]

Parts of this book were very useful in thinking about processes surrounding norm change, and I am excited to use aspects of Bicchieri's model for norm change in specific case studies.

Other parts of the book were very abstract and felt removed from real life, mainly in the limited examples. It was easy to ask whether the model fit most or all cases. I especially thought the role of power, inequality was a bit thin as a consideration.

[Heathyr · Rating 3 out of 5]

Bicchieri has a pretty straightforward theory of social norms. She does a good job of linking how sociology/philosophy interact with real life issues (e.g. FGM, forced marriage) and how such norms can be successfully changed.

[Ils · Rating 3 out of 5]

Habla sobre cómo lograr el cambio social basándose en la teoría de la decisión, pero con un enfoque social.

Se fundamenta en las normas morales y sociales que guían la conducta en función de lo que los otros esperan en un determinado contexto. Las normas se pueden basar en a) expectativas empíricas (lo que la gente piensa que los demás hacen), y b) expectativas normativas (lo que la gente cree que los demás aprueban o desaprueban). Modificando una u otra se puede cambiar la conducta, por ejemplo vivir juntos antes del matrimonio comenzó rompiendo una expectativa empírica pues aunque la gente lo seguía desaprobando, en conducta muchas personas ya comenzaron a hacerlo. También puede ocurrir al revés, primero la gente lo comienza a ver menos negativamente y por ende más personas llegan a hacerlo.

Establece que para cambiar las normas sociales es necesario comprender el trasfondo de dónde vienen, por ejemplo el matrimonio infantil viene de la creencia de que al casar a las niñas las están protegiendo. Una vez comprendido el contexto y las creencias sobre las que se desarrolla la norma, se puede cambiar a través de influenciadores, es decir, personas relevantes o admiradas en un contexto social, también por medios de comunicación (da muchos ejemplos de TV, pues el libro se escribió antes de que las redes sociales tuvieran el impacto que hoy tienen).

Dice que las intervenciones deben ser personalizadas considerando la cultura y creencias y que también es útil usar incentivos o castigos que motiven a las personas a hacerlo. En este caso cambios en la ley también son puntos de presión para modificar conducta. Por ejemplo prohibir la mutulación femenina o permitir el aborto es un factor que ayuda a que también exista un cambio social.

En general el cambio social es complejo, pero posible considerando: contexto, puntos de presión sobre los que actuar por ejemplo el diseño de un programa de TV específicamente para modificar creencias, el uso de personas que influencian en la comunidad como lideres de opinión, el establecimiento de leyes y las intervenciones sociales focalizadas. Una vez que unas personas de la comunidad comienzan a cambiar conductas y creencias, gradualmente las normas sociales se van modificando.

[Greg · Rating 5 out of 5]

Disclaimer: I’m a student in Cristina Bicchieri’s graduate school class.

Fantastic book that outlines in great depth, and easy to understand language the exact process required to change negative social norms in groups of people.

Would recommend to anyone interested in behavior change, or if you are working in the field and are observing negative behaviors.

[Alexander Craig · Rating 4 out of 5]

This made me more McCloskeyan.

[Zach Allison · Rating 4 out of 5]

A great resource if you’re interested in the science behind societal norms and how to change and influence human behavior.

[Seniye Yangin]

This is really good book to know about norms all around the world and impacts of them.