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Descriptive and Injunctive Norms
““Many people do it” and “people approve of it” send different messages.”
01 / SUMMARY
In short
Descriptive norms signal what behavior seems common; injunctive norms signal what receives approval. Both can guide decisions, but effects vary with attention, reference group, and consistency between messages.
03 / SCENE
In the wild
A sign lamenting that many people litter may normalize the problem unless it also communicates clear disapproval.
04 / LIMIT
The limit
Displaying a majority does not guarantee imitation, and stating what is right does not show that people practice it.
FINAL NOTE
What remains
Before communicating a norm, separate observed behavior from the approval you intend to express.