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Personal norms — and not only social norms — shape economic behavior

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  • Bašić, Zvonimir
  • Verrina, Eugenio

Abstract

We propose a simple utility framework and design a novel two-part experiment to study the relevance of personal norms across various economic games and settings. We show that personal norms — together with social norms and monetary payoff — are highly predictive of individuals’ behavior. Moreover, they are: (i) distinct from social norms across a series of economic contexts; (ii) robust to an exogenous increase in the salience of social norms; and (iii) complementary to social norms in predicting behavior. Our findings support personal norms as a key driver of economic behavior.

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  • Bašić, Zvonimir & Verrina, Eugenio, 2024. "Personal norms — and not only social norms — shape economic behavior," Journal of Public Economics, Elsevier, vol. 239(C).
  • Handle: RePEc:eee:pubeco:v:239:y:2024:i:c:s0047272724001919
    DOI: 10.1016/j.jpubeco.2024.105255
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    Cited by:

    1. Michael Kurschilgen, 2023. "Moral awareness polarizes people’s fairness judgments," Social Choice and Welfare, Springer;The Society for Social Choice and Welfare, vol. 61(2), pages 339-364, August.
    2. Mundaca, Luis & Wamsler, Christine, 2025. "Engaging high-income earners in climate action: Policy insights from survey experiments," Ecological Economics, Elsevier, vol. 227(C).
    3. Hermes, Henning & Krauß, Marina & Lergetporer, Philipp & Peter, Frauke & Wiederhold, Simon, 2024. "The causal impact of gender norms on mothers' employment attitudes and expectations," IWH Discussion Papers 28/2024, Halle Institute for Economic Research (IWH).
    4. Marco Catola & Simone D'Alessandro & Pietro Guarnieri & Veronica Pizziol, 2021. "Personal and social norms in a multilevel public goods experiment," Discussion Papers 2021/272, Dipartimento di Economia e Management (DEM), University of Pisa, Pisa, Italy.
    5. Kölle, Felix & Quercia, Simone, 2021. "The influence of empirical and normative expectations on cooperation," Journal of Economic Behavior & Organization, Elsevier, vol. 190(C), pages 691-703.
    6. Merguei, Nitzan & Strobel, Martin & Vostroknutov, Alexander, 2022. "Moral opportunism as a consequence of decision making under uncertainty," Journal of Economic Behavior & Organization, Elsevier, vol. 197(C), pages 624-642.
    7. Bogliacino, Francesco & Aycinena, Diego & Kimbrough, Erik, 2024. "Eliciting normative expectations with coordination games allowing for neutral report," SocArXiv y3fha, Center for Open Science.
    8. Henning Hermes & Marina Krauß & Philipp Lergetporer & Frauke Peter & Simon Wiederhold, 2025. "The Causal Impact of Gender Norms on Mothers’ Employment Attitudes and Expectations," Working Papers 2024-024, Human Capital and Economic Opportunity Working Group.
    9. Hennig Hermes & Marina Krauß & Philipp Lergetporer & Frauke Peter & Simon Wiederhold, 2025. "The Causal Impact of Gender Norms on Mothers’ Employment Attitudes and Expectations," Munich Papers in Political Economy 38, Munich School of Politics and Public Policy and the School of Management at the Technical University of Munich.
    10. Behnk, Sascha & Hao, Li & Reuben, Ernesto, 2022. "Shifting normative beliefs: On why groups behave more antisocially than individuals," European Economic Review, Elsevier, vol. 145(C).
    11. Hermes, Henning & Krauß, Marina & Lergetporer, Philipp & Peter, Frauke & Wiederhold, Simon, 2024. "The Causal Impact of Gender Norms on Mothers' Employment Attitudes and Expectations," IZA Discussion Papers 17543, Institute of Labor Economics (IZA).
    12. Marco Catola & Simone D'Alessandro & Pietro Guarnieri & Veronica Pizziol, 2021. "Personal norms in the online public good game," Discussion Papers 2021/276, Dipartimento di Economia e Management (DEM), University of Pisa, Pisa, Italy.

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    More about this item

    Keywords

    Personal norms; Social norms; Social image; Elicitation method; Normative conflict;
    All these keywords.

    JEL classification:

    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior
    • D01 - Microeconomics - - General - - - Microeconomic Behavior: Underlying Principles
    • D63 - Microeconomics - - Welfare Economics - - - Equity, Justice, Inequality, and Other Normative Criteria and Measurement
    • D64 - Microeconomics - - Welfare Economics - - - Altruism; Philanthropy; Intergenerational Transfers
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making

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