Descriptive and Injunctive Norms
Definition
- Descriptive norms tell us what most people actually do. They are observations about typical behavior. Think of it as "what is." For example, "Most students in this class arrive a few minutes late."
- Injunctive norms tell us what people approve of or disapprove of. They are perceptions of what is considered right or wrong, good or bad. Think of it as "what should be." For example, "Students should raise their hands before speaking in class."
It's important to remember these are perceptions. The represent what people believe others do or approve of, which may or may not be entirely accurate. They aren't necessarily official rules, but they strongly influence behavior.
Example
The administrators of a university campus are trying to encourage students to use reusable water bottles instead of buying plastic ones.
- A campaign focused on descriptive norms might say: “75% of students on campus now use reusable water bottles!” This suggests that most students are already doing it, and encourages others to follow suit.
- A campaign focused on injunctive norms might say: “Students and faculty overwhelmingly support reducing plastic waste. Show your campus pride by using a reusable bottle!” This communicates that using a reusable bottle is approved of and considered the "right" thing to do.
A successful campaign might use both types of norms.
Why it Matters
Understanding injunctive and descriptive norms is crucial because they are powerful drivers of human behavior. They explain why people often conform to group standards, even when those standards aren't explicitly stated or enforced. This has implications for a huge range of areas, including public health, environmental sustainability, and even crime prevention.