1.
O SOCIAL NORMS
1.1 DEFINITION
Social norms are the perceived, informal and mostly unwritten rules that
define acceptable and appropriate actions within a group or community.
Social norms are situated at the intersection between behaviour, beliefs
and expectations. They encompass our own actions and our beliefs
around what others do, approve of and expect of us.
A social norm exists when we do something because we believe that other
community members or people like us do it. In this case, our behaviour is
being driven by our desire to conform to the behaviour of others. This is
known as a descriptive norm, or an empirical expectation. The group of
people we model our behaviour to match is referred to as our reference
group. A social norm also exists when we do something because we
believe that those who matter to us approve of it. In this case, our
behaviour is being driven by our desire to conform to what we think
others value or expect of us. This is known as an injunctive norm or a
normative expectation.
In both cases, our actions are being influenced by how we think others will
respond to our performance of a certain behaviour (or not). These
expectations are known as outcome expectancies and can be positive
(rewards) or negative (sanctions)
1.2 WHAT ARE SOCIAL NORMS?
Social norms are deeply ingrained practices, beliefs, and values that help
define acceptable and unacceptable behaviors in a society. They may vary
depending on cultural backgrounds, traditions, and specific social
contexts. For example, norms dictate how we dress, speak, interact, and
show respect to others. Social norms shape individual behavior and group
dynamics, encouraging conformity to the expectations set by a particular
community.
1.3 WHY DO SOCIAL NORMS MATTER?
Social norms influence individual, community and institutional behaviours,
which can have beneficial or harmful consequences for people’s well-
being. They are embedded in society and can dictate how a social order is
produced and maintained. Social norms help communities function,
binding them together and promoting collective behaviours. But in some
cases, the social order and community behaviours being maintained may
be harmful and reinforce unjust power dynamics, furthering
discrimination, social and gender inequities.
By understanding social norms and how they influence behaviour, we can
design Social and Behaviour Change interventions that go beyond
individual activities to spark collective change. Uprooting harmful social
norms and promoting positive norms increases the likelihood of lasting,
positive change.
1.4 EXAMPLES OF SOCIAL NORMS
Shaking hands when greeting someone
Take off your shoes before entering your house or someone house
Saying “please” and “thank you”
Apologizing when one makes a mistake
Offering help when someone is struggling
Respecting personal space
Accepting others” opinions even if we don’t agree with them
Being on time
Thanking someone for a gift
Paying attention to personal hygiene
Speaking quietly in public and formal places
Clearing one dishes from the table after a meal at one’s own home, or
at one of a friend or stranger
Not interrupting when someone else is speaking
Asking before borrowing something that belongs to someone else
Walking on the right side of a hallway or sidewalk
Saying “bless you” or “gesundheit” after someone sneezes
Standing in line and not cutting in front of others
SOCIAL NORMS IN MALAYSIA
In Malaysia, social norms are shaped by its diverse culture, including
Malay, Chinese, Indian, and indigenous traditions. Malaysian social norms
often emphasize respect, harmony, and politeness. Key examples of these
norms include showing respect for elders, removing shoes before entering
homes, and dressing modestly in places of worship. Religious beliefs also
play a significant role in shaping social norms, as Islam, Buddhism,
Hinduism, and Christianity all have a presence in Malaysia. Each cultural
group brings unique customs that contribute to the national identity and
influence day- to-day interactions.
