The common behavior effect in norm learning: when frequent observations override the behavior of the majority

Woiczyk, Thomas Karl Alfred; Hosseini, Rahil; Le Mens, Gaël

doi:https://dx.doi.org/10.1016/j.obhdp.2025.104441

The common behavior effect in norm learning: when frequent observations override the behavior of the majority

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Citació

Woiczy TKA, Hosseini R, Le Mens G. The common behavior effect in norm learning: when frequent observations override the behavior of the majority. Organ Behav Hum Decis Process. 2025 Nov;191:104441. DOI: 10.1016/j.obhdp.2025.104441

Resum

Prior research suggests that descriptive norms correspond to what most people do-the "behavior of the majority." We examine norm perception in situations where the behavior of the majority differs from the most frequently observed behavior-the "common behavior." In environments where individuals learn descriptive norms through repeated observations of a reference group, we propose that perceived norms align more closely with the common behavior than with the behavior of the majority. Consequently, individuals are more likely to follow the common behavior, even when it differs from what most people do. We argue that this 'common behavior effect' arises from a combination of two factors: the structure of the information environments in which the behavior of the majority and the common behavior differ, and imperfect source memory of the observed behaviors. We provide evidence for the basic phenomenon and test two moderators in four studies reported in the body of the article and two ancillary studies reported in the appendix. These findings are important for our understanding of social norms, because they challenge the assumption that norms simply reflect the behavior of the majority. They also cast light on phenomena such as pluralistic ignorance, majority illusions in online and offline environments or the spread of misinformation on social media. Finally, they have practical implications for how to shape norms in organizations.