How Social Norms Influence Consumer Behaviour
The decisions we make aren’t just a result of rational thinking—they’re heavily influenced by social norms. Behavioural insights reveal that we often model our actions on the behaviour of those around us. This concept of social proof plays a crucial role in marketing and behaviour change interventions.
The Power of Social Norms
Why do you choose a restaurant buzzing with people instead of an empty one? Why does the phrase “Most customers choose this option” push you to make a similar decision? These are examples of social proof in action. Behavioural psychologist Robert Cialdini found that people are more likely to follow the crowd when they perceive a behaviour as popular.
How to Apply Social Norms in Marketing
To leverage social norms, present the behaviour you want to encourage as the accepted norm. In a well-known experiment, UK tax collectors saw a 15% increase in tax payments simply by stating in their letters that the majority of citizens paid their taxes on time. It’s a simple yet effective approach to influence behaviour.
The Dark Side of Social Norms
However, caution is necessary. Emphasising negative behaviour (such as saying “Most people don’t recycle”) can inadvertently encourage more people to follow that negative norm. To avoid this, always present the positive version of the behaviour.
Want to learn more about how social norms can transform your marketing? Read our full guide on applying behavioural insights to drive business growth!
Robert Cialdini. “That people are more likely to follow the crowd when they perceive a behaviour as popular”.
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