When norm violations are spontaneously detected: an electrocortical investigation

Abstract One fundamental function of social norms is to promote social coordination. Moreover, greater social coordination may be called for when tight norms govern social relations with others. Hence, the sensitivity to social norm violations may be jointly modulated by relational goals and a belie...

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Bibliographic Details
Published in:Social cognitive and affective neuroscience 2020-05, Vol.15 (3), p.319-327
Main Authors: Salvador, Cristina E, Mu, Yan, Gelfand, Michele J, Kitayama, Shinobu
Format: Article
Language:English
Subjects:
Analysis
Investigations
Original Manuscript
Social aspects
Social norms
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Summary:Abstract One fundamental function of social norms is to promote social coordination. Moreover, greater social coordination may be called for when tight norms govern social relations with others. Hence, the sensitivity to social norm violations may be jointly modulated by relational goals and a belief that the social context is tight (vs loose). We tested this analysis using an electrocortical marker of norm-violation detection (N400). Ninety-one young American adults were subliminally primed with either relational or neutral goals. Then they saw behaviors that were either norm-violating or normal. In the relational priming condition, the norm-violation N400 increased as a function of the perceived tightness of societal norms. In the control priming condition, however, the norm-violation N400 was weak regardless of perceived tightness. Thus, normative tightness was associated with increased neural processing of norm violations only when relational goals were activated. Implications for norm psychology are discussed.
ISSN:1749-5016
1749-5024
DOI:10.1093/scan/nsaa035