Norms and attitude change I: Polarization and styles of behaviour

Abstract The present article relates some of the conclusions obtained from a series of studies on the relation between normative climate and polarization. Emphasis is put on the fact that the introduction of norms in social psychology experiments must be linked to the place of norms in society. Similarly, styles of behaviour and their consistency are only effective in terms of their contents, which are socially determined. Those are the hypotheses confirmed by our experimental design: a confederate is introduced into group discussions, the experimental variables being defined by means of his role: radicalism, position with respect to the norms, and consistent or inconsistent styles of behaviour. The results shed some light on the conditions of the appearance of polarization.