Social norms work because of social cognition, where our brains create simulations of other people's minds to anticipate their thoughts and actions. These simulations are based on appearances and behaviors, which may lead to misunderstandings. During times of abrupt change like the pandemic, there is a disruption in social norms resulting in confusion and the need to adapt to new behaviors according to new guidelines.
Whether it's shaking hands or which side of the road to drive on, social norms dominate the way we behave.
But when norms change suddenly, you get chaos.
Just ask Sweden.
If you'd like to hear more from today's expert, Matt featured in an episode in 2021 called Neuromarketing — how brands target your brain. Check it out!