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Social norms and how they impact behaviour

There is wide interest in the social norms construct across psychology, economics, law and social marketing. Now a study investigates an important missing piece in the social norms’ puzzle: what is the underlying process that explains how norms impact behaviour? The answer: self–other similarity (self-categorization) and internalization.

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Correspondence to Katherine J. Reynolds.

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The author declares no competing interests.

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Reynolds, K.J. Social norms and how they impact behaviour. Nat Hum Behav 3, 14–15 (2019).

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