The Power of Social Norms

Michelle Gelfand explores how social norms shape our behavior and societies. She explains that social norms are the unwritten rules that have a strong influence on individuals and cultures worldwide. Tight cultures have strict norms and low tolerance for deviance, while loose cultures are highly permissive. These norms are learned, evolve over time, and serve important functions in coordinating human groups. Gelfand's research shows that the strength of norms can vary between cultures and is influenced by threats and challenges faced. Tight cultures prioritize order, synchrony, and self-control, while loose cultures emphasize openness, diversity, and tolerance.