Instigation to Goodness: The Role of Social Norms and Interpersonal Influence

Norms are only one of a variety of determinants of prosocial behavior. The distinction between knowing and personally accepting a norm is stressed. Two specific norms of prosocial behavior are discussed: the norm of reciprocity, and the norm of social responsibility. Reciprocity seems to guide both return of benefits and retaliation of harm. However, the intent attributed to another, the degree of his self sacrifice, and other conditions affect the degree of reciprocity. The evidence that a norm of responsibility guides helping behavior is less convincing. In emergencies (and probably other situations), not only normative (generalized) expectations, but also (specific) expectations communicated by other people who are present and rules applicable to the specific situation seem to greatly affect behavior. This may be due both to people's concern about others' reactions to them and to a social definition of reality.