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Norms can only influence behaviour if the norm is activated and thus the most activated norm is often followed. There are several things that can activate norms. Norms can be activated by direct reminders (1), environments (2) and groups (3). If we encounter an environment repeatedly we make mental associations between the environment and norms that apply there (e.g: people are quiet in a library). When these mental connections are so well learned the environment itself can activate the appropriate behaviour. People are likely to follow in-group norms. The thing that makes groups salient activates the group’s norms. The more group members who are present, the more accessible and effective the group norm is. Out-group comparisons can change the perception of a norm and change behaviour. The more accessible the in-group norm, the more likely we are to use it to guide our behaviour.Deindividuation refers to the psychological state in which group or social identity completely dominates personal or individual identity so that group norms become maximally accessible. Deindividuation should maximally increase the tendency of individual members to join in whatever behaviour the group is performing. Deindividuation increases whatever behaviour is typical of the group. Descriptive norms are norms that describe what people think, feel or do. Injunctive norms describe what group members believe people should think, feel or do. Both norms guide behaviour. Biased estimates can lead us to follow the crowd although the estimate about what the crowd is doing is false. The perception of what others are doing can guide our behaviour. Injunctive norms can also guide behaviour, although people often misperceive injunctive norms. If descriptive and injunctive norms mismatch, behavioural intentions are low. The type of norms people use to guide behaviour depends on the motivation and ability to think about it. If someone does not have the motivation and/or...
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