‘Group Norms Theory and related work show that the goal of connection and self-definition leads individuals to adopt the expressed attitudes and behavior of peers who represent valued group identities, as a means of socially connecting with the group (Crandall et al., 2002; Kelman, 1958; Sherif & Sherif, 1953) and of avoiding the label of social deviant (Blanton & Christie, 2003). These basic goals animate peer influence on many types of behavior, from environmental (Schultz, Nolan, Cialdini, Goldstein, & Griskevicius, 2007) to political and economic (Nowak & Vallacher, 2001).’
Elizabeth Levy Paluck
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