Going Against the Grain: the Evolutionary Roots of Normative Influence

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.



Citation:

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.

Authors

Vladas Griskevicius, University of Minnesota, USA
Noah J. Goldstein, University of California at Los Angeles, USA
Joseph Redden, University of Minnesota, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

P5. Can(Can’t) Control, thus Try to Save (Earn): The Joint Effect of Perceived Control and Financial Deprivation on Financial Decisions

Min Jung Kim, Manhattan College

Read More

Featured

Thou Shalt Not Look! When Processing the Odds Visually Biases Gambling Behavior

Rod Duclos, Western University, Canada
Mansur Khamitov, Nanyang Technological University, Singapore

Read More

Featured

Do You Trust the System? Interaction Effect between Perceived Economic Mobility and Socioeconomic Status on Fair Market Ideology and Consumer Responses

Chun-Ming Yang, Ming Chuan University, Taiwan
Chia-Chi Chang, National Chiao Tung University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.