Unraveling Social Norm Dynamics: Exploring Key Drivers with a Gendered Perspective

Traditionally, social norms, particularly gender norms, were considered to be stable over time. However, there is some evidence that they may be more malleable than originally believed. This thesis explores the conditions under which social norms may evolve by examining key forces that may drive behavioral and attitudinal changes. Chapter 1 provides a detailed overview of the thesis and its contributions to the field. Chapters 2, 3, and 4 are based on three independent studies using both secondary data and original survey data. In Chapter 2, I test whether local shocks cause gender norms to change using European Values Study survey data from Sweden and Denmark. On November 24, 2017, Sweden was shocked by sexual harassment allegations made against Jean-Claude Arnault, sparking widespread discussions on gender related violence. Using a Regression Discontinuity Design, I find a sharp improvement in normative opinions towards women’s rights in Swedish, with no significant change in Denmark. These findings suggest that the absence of local shocks may explain the stability of gender norms in similar countries. Chapter 3 examines the role of gender norms on attitudes towards preferentially promoting women to senior-level positions in the workforce. Using an information provision experiment, respondents are provided with information that targets their personal norms or social norms toward promoting women. We find that neither personal nor social norms interventions are effective. However, Republican respondents are less likely to promote female candidates when their social norms are targeted. These results suggest that tailored interventions or legislative changes addressing social norms may be more effective strategies than general informational campaigns. Chapter 4 investigates whether personal values drive individual choices or whether social norms are more influential in certain contexts. Using data from the World Values Survey across 59 countries and three behavioral domains, I examine individual-level variation in norm sensitivity, that is, an individual’s propensity to adhere to social norms. I find that individuals with higher norm sensitivity are more likely to follow social norms. In contrast, those with lower norm sensitivity prioritize their personal values when making behavioral decisions. These findings highlight the importance of considering individual variation in norm sensitivity when designing effective behavioral interventions. Chapter 5 concludes with directions for future research