In the last article, we evaluated why people follow the crowd—and when that may or may not be a good strategy for personal decision-making. In that evaluation, we discussed how individuals often look ...

Human behaviour is profoundly shaped by the unwritten rules and expectations of the social groups to which individuals belong. Normative influences arise when people adjust their actions to align with ...

Norm perceptions – what one perceives as ‘normal’ – differs between both individuals and groups of consumers, including when it comes to meat consumption. One’s meat consumption habits can affect ...