The Problem of Behaviour Change: From Social Norms to an Ingroup Focus

Social norms are of increasing interest to public policy experts and those conducting behaviour change interventions (e.g. safe driving, recycling). While there is agreement that social norms play a central role in explaining behaviour, such consensus is lacking when it comes to explaining the process through which this occurs. Economics, socialmarketing and political science focus on individual self-interest and goal satisfaction and social (dis) approval. In contrast social psychology also incorporates collective interests through its analysis of social identity and ingroup processes. To fully understand behaviour change, it is argued that greater engagement is needed with the links between shifts in social identity, and ingroup norms. As definitions of who we are shift, so too does what we do. Implications for behaviour change interventions are discussed.