Social proof of what is acceptable is a particularly powerful guide to behavior when the situation is ambiguous or new. They look for clues to what other people are doing in order to understand the appropriate behavior in a given situation. According to psychologist Robert Cialdini, people are constantly looking for “social proof” to guide their own behavior. offices where everyone must where must wear a suit). What is considered fully normal, even admirable, in one group may be met with disapproval in another (e.g., offices where casual dress is normal vs. Social norms differ, depending on the group of people, community, or culture. Norms are not directly established instead, they develop over time as people go about their daily behaviors, sense people’s reactions to those behaviors, and observe what other people are doing. Social norms are the implicit social rules that govern behavior within a community.
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