Social norms and identity driven choice
نویسندگان
چکیده
Social identity describes the part of an individuals sense of self that is derived from their perceived association with a social group. A key mechanism for social identity driven choice stems from the normative prescriptions associated with the identity. While social identity models have given rise to a rich set of empirical work, up until this point the norms associated with different social identities have largely been assumed. In this work we conduct an experiment on Amazon Mechanical Turk (MTurk) using a 2(identity prime) x 2(frame) x 2(choice or norms) experimental design. This design separately and directly elicits an empirical measure of the identity dependent norms and then combines this with data from the choice experiments. We show that norms differ between the primed identities and that identity-consistent norms predict behavior better than identity-inconsistent norms. We also estimate the willingness to trade off between payoffs and compliance with identity based norms. By doing so we provide direct evidence of the norms mechanism in social identity driven choice.
منابع مشابه
Social norms and identity dependent preferences
The introduction of social identity into an economic framework provides a new way in which norms can affect preferences. We present experimental results that test the impact of norms on social identity dependent choice. We use a 2 (identity prime) × 2 (choice or norms) experimental design to separately and directly elicit empirical measures of identity dependent norms for eleven different redis...
متن کاملSocial norms and their influence on eating behaviours.
Social norms are implicit codes of conduct that provide a guide to appropriate action. There is ample evidence that social norms about eating have a powerful effect on both food choice and amounts consumed. This review explores the reasons why people follow social eating norms and the factors that moderate norm following. It is proposed that eating norms are followed because they provide inform...
متن کاملDo different types of social identity moderate the association between perceived descriptive norms and drinking among college students?
Perceived descriptive norms are one of the strongest predictors of college drinking. Social Identity Theory posits that much of our identity is based on groups with which we affiliate. Prior research suggests that there is an association between perceived descriptive norms and drinking among those who identify more strongly with the normative referent group. However, no studies to date have exa...
متن کاملSocial Identity and Preferences.
Social identities prescribe behaviors for people. We identify the marginal behavioral effect of these norms on discount rates and risk aversion by measuring how laboratory subjects' choices change when an aspect of social identity is made salient. When we make ethnic identity salient to Asian-American subjects, they make more patient choices. When we make racial identity salient to black subjec...
متن کامل