Followers and leaders: Reciprocity, social norms and group behavior

This paper proposes a model of norm-driven preferences and studies the determinants of norm compliance in games. It predicts that (i) compliance follows a law of demand and (ii) people respect norms in a reciprocal manner: they are more likely to comply if others are expected to comply too. Reciprocal norm compliance might explain why successful revolutions or strikes grow in a snow-balled fashion, leaders motivate others to join social movements, or sequential mechanisms (instead of simultaneous ones) are usually employed in charity fundraising.