Social conformity under evolving private preferences

We propose a model of social norms changing in response to evolving privately held preferences. Our aim is rationalize the tendency for individuals who hold minority preferences take actions favored by majority. do this using game involving tension between desire act according one's underlying and conform majority opinion. find that even after population shares what was previously opinion, members new are slow change their behavior. The timing speed with which behavior transitions match new, majority-held opinions depends on size reward conformity. When rewards conformity low, transition gradual, considerable periods costly public disagreement. high, start but conclude rapidly once they begin.