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According to social psychologists and so-
ciologists, a norm is a somewhat general rule
of voluntary behavior. Examples range from
the very general norm of reciprocity—treat
others as they treat you—to more specific
rules such as tip 15 percent and face the front
in a crowded elevator.
Why do people adhere to norms? Econo-
mists have available four answers: (i) Adher-
ence is costless relative to violation and so,
why not? (ii) Adherence is immediately per-
sonally beneficial because it permits coordi-
nation (e.g., bear to the right in a crowded
walkway), (iii) Adherence, while immedi-
ately costly, leads to better treatment by others
than will violation, (iv) Adherence is desirable
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