Going Against the Grain: the Evolutionary Roots of Normative Influence

Vladas Griskevicius, University of Minnesota, USA
Noah J. Goldstein, University of California at Los Angeles, USA
Joseph Redden, University of Minnesota, USA
Social norms powerfully influence behavior. From an evolutionary perspective, however, adherence to norms is likely an adaptation for solving survival challenges, but not necessarily mating challenges. Accordingly, we find that while self-protection motives enhance the power of social norms, mating motives can lead people to go against the norm.
[ to cite ]:
Vladas Griskevicius, Noah J. Goldstein, and Joseph Redden (2011) ,"Going Against the Grain: the Evolutionary Roots of Normative Influence", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.