From one mind to many: the emerging science of cultural norms

• The science of cultural norms is an emerging interdisciplinary field.
• Norms are distinctly human, and people intuitively construct and enforce them.
• Normative behavior is critically moderated by perceived functionality and felt accountability.
• Ecological differences help account for cultural variance in norm content and strength.
• An understanding of cultural norms informs theoretical and applied research.

Cultural norms permeate human existence. They shape our view of reality and the evolution of culture. In this review, we discuss the benefits of a cultural science that studies norms as well as values, and review research on (a) whether cultural norms are distinctly human, (b) when people will follow cultural norms, and (c) what factors shape the content and strength of cultural norms. We argue that studying cultural norms represents a critical cross-disciplinary, multi-level approach that is ideal for both understanding culture and tapping its potential for positive change.