{"id":82591,"date":"2024-10-24T16:43:54","date_gmt":"2024-10-24T16:43:54","guid":{"rendered":"https:\/\/mailrelay.com\/glosario\/social-norms\/"},"modified":"2026-10-07T00:33:31","modified_gmt":"2026-10-07T00:33:31","slug":"social-norms","status":"publish","type":"glossary","link":"https:\/\/mailrelay.com\/en\/glossary\/social-norms\/","title":{"rendered":"Social norms"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Social norms are the rules, written or unwritten, that tell us how we&#8217;re expected to behave in a group or in society.<\/strong>  For example, saying hello when you walk into a place, waiting your turn in line or not talking loudly in a library.<\/p>\n\n<p class=\"wp-block-paragraph\">No law forces us to follow them. But those who don&#8217;t usually get a reaction from others, such as a look, a comment or rejection by the group.<\/p>\n\n<h2 class=\"wp-block-heading\">What are social norms?<\/h2>\n\n<p class=\"wp-block-paragraph\">They are patterns of behavior that a group shares and considers correct. We learn them from childhood, in our family, at school and from the people around us, and we almost always follow them without thinking.<\/p>\n\n<p class=\"wp-block-paragraph\">Their purpose is to make living together easier: they make other people&#8217;s behavior predictable and reduce conflict.<\/p>\n\n<p class=\"wp-block-paragraph\">A social norm is also known as a social rule or a norm of social conduct. They change from one culture to another and from one era to another. What is polite in one country may seem strange in another.<\/p>\n\n<h2 class=\"wp-block-heading\">Characteristics of social norms<\/h2>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Feature<\/th><th>What it means<\/th><\/tr><\/thead><tbody><tr><td>They are shared<\/td><td>Most of the group accepts them, not just one person<\/td><\/tr><tr><td>They are learned<\/td><td>They are passed on through upbringing and example; nobody is born with them<\/td><\/tr><tr><td>They are usually unwritten<\/td><td>People know them through custom, without needing a rulebook<\/td><\/tr><tr><td>They carry a social sanction<\/td><td>If they&#8217;re broken, the response is criticism or rejection, not a fine<\/td><\/tr><tr><td>They depend on context<\/td><td>They change depending on the country, the era, age or group<\/td><\/tr><tr><td>They are voluntary<\/td><td>Nobody can force you to follow them<\/td><\/tr><\/tbody><\/table><\/figure>\n\n<h2 class=\"wp-block-heading\">Types of social norms<\/h2>\n\n<p class=\"wp-block-paragraph\">Social norms can be classified in several ways. These are the most common ones.<\/p>\n\n<h3 class=\"wp-block-heading\">Explicit and implicit<\/h3>\n\n<ul class=\"wp-block-list\">\n<li><strong>Explicit:<\/strong> they are written down or stated out loud, such as a company&#8217;s dress code or a club&#8217;s rules.<\/li>\n\n\n\n<li><strong>Implicit:<\/strong> nobody states them, but everyone knows them, such as not sitting next to a stranger on an almost empty bus.<\/li>\n<\/ul>\n\n<h3 class=\"wp-block-heading\">Folkways, mores and taboos<\/h3>\n\n<p class=\"wp-block-paragraph\">This classification comes from sociologist William G. Sumner and ranks norms by how important they are to the group.<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Folkways or social customs:<\/strong> everyday habits that are considered rude to break, such as not saying thank you.<\/li>\n\n\n\n<li>**Group moral norms (<em>mores<\/em>):** they are considered important for the common good, such as not lying or helping those in need.<\/li>\n\n\n\n<li><strong>Taboos:<\/strong> prohibitions so strong that the group harshly rejects anyone who breaks them.<\/li>\n<\/ul>\n\n<h3 class=\"wp-block-heading\">Descriptive and prescriptive<\/h3>\n\n<p class=\"wp-block-paragraph\">This distinction comes from psychologist Robert Cialdini and explains how norms influence behavior.<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Descriptive norms:<\/strong> what most people do. &#8220;Almost everyone in this neighborhood recycles.&#8221;<\/li>\n\n\n\n<li><strong>Prescriptive or injunctive norms:<\/strong> what most people approve or disapprove of. &#8220;Littering is wrong.&#8221;<\/li>\n<\/ul>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1672\" height=\"941\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tipos-de-normas-sociales.png\" alt=\"Types of social norms: explicit and implicit; folkways, mores and taboos; descriptive (what most people do) and prescriptive (what most people approve of)\" class=\"wp-image-98606\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tipos-de-normas-sociales.png 1672w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tipos-de-normas-sociales-300x169.png 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tipos-de-normas-sociales-1024x576.png 1024w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tipos-de-normas-sociales-768x432.png 768w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tipos-de-normas-sociales-1536x864.png 1536w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tipos-de-normas-sociales-110x62.png 110w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/tipos-de-normas-sociales-60x34.png 60w\" sizes=\"auto, (max-width: 1672px) 100vw, 1672px\" \/><\/figure>\n\n<h2 class=\"wp-block-heading\">Social, moral, legal and religious norms<\/h2>\n\n<p class=\"wp-block-paragraph\">Social norms are one of the four types of rules of conduct that are usually distinguished:<\/p>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Type of norm<\/th><th>Who sets it<\/th><th>What happens if it&#8217;s broken<\/th><th>Example<\/th><\/tr><\/thead><tbody><tr><td>Social or of social conduct<\/td><td>The group, through custom<\/td><td>Social criticism or rejection<\/td><td>Saying hello when you arrive<\/td><\/tr><tr><td>Moral<\/td><td>Each person&#8217;s own conscience<\/td><td>Guilt or remorse<\/td><td>Not lying to a friend<\/td><\/tr><tr><td>Legal<\/td><td>The State, written into law<\/td><td>Fine, penalty or sentence<\/td><td>Paying taxes<\/td><\/tr><tr><td>Religious<\/td><td>A religion or faith community<\/td><td>Spiritual or community sanction<\/td><td>Fasting on certain dates<\/td><\/tr><\/tbody><\/table><\/figure>\n\n<p class=\"wp-block-paragraph\">Sometimes they overlap.<\/p>\n\n<p class=\"wp-block-paragraph\">Stealing is frowned upon by the group, goes against almost everyone&#8217;s morals and is also a crime.<\/p>\n\n<h2 class=\"wp-block-heading\">Examples of social norms<\/h2>\n\n<p class=\"wp-block-paragraph\">These are examples of social norms in different areas of everyday life:<\/p>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Area<\/th><th>Examples<\/th><\/tr><\/thead><tbody><tr><td>On the street and on public transport<\/td><td>Waiting your turn in line, giving up your seat to older people, letting people off before getting on<\/td><\/tr><tr><td>At the table<\/td><td>Not talking with your mouth full, waiting until everyone is served, not using your phone<\/td><\/tr><tr><td>At school<\/td><td>Raising your hand to speak, being on time, waiting your turn to speak<\/td><\/tr><tr><td>At work<\/td><td>Greeting your colleagues, dressing appropriately, replying to emails<\/td><\/tr><tr><td>On the internet<\/td><td>Not writing in capital letters (it&#8217;s like shouting), not sharing other people&#8217;s data, citing sources<\/td><\/tr><tr><td>In communication<\/td><td>Saying thank you, saying please, apologizing when you make a mistake<\/td><\/tr><\/tbody><\/table><\/figure>\n\n<p class=\"wp-block-paragraph\">Some norms vary a lot from country to country. In Spain, people usually greet each other with two kisses in informal settings. In Japan, the norm is a bow of the head, with no physical contact.<\/p>\n\n<h2 class=\"wp-block-heading\">Social norms in marketing<\/h2>\n\n<p class=\"wp-block-paragraph\">We tend to do what others do, especially when we&#8217;re not sure. That&#8217;s why social norms influence what we buy and the brands we choose.<\/p>\n\n<p class=\"wp-block-paragraph\">The most cited example is a 2008 experiment by Noah Goldstein, Robert Cialdini and Vladas Griskevicius in a hotel.<\/p>\n\n<p class=\"wp-block-paragraph\">A sign saying that most guests reused their towels got more guests to do so than the usual message about protecting the environment.<\/p>\n\n<p class=\"wp-block-paragraph\">This is how social norms are applied in marketing:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Social proof.<\/strong>  Showing how many people use your product, their reviews or their ratings. We explain it in our post on <a href=\"https:\/\/mailrelay.com\/en\/glossary\/psychological-triggers\/\" target=\"_blank\" rel=\"noopener\">psychological triggers<\/a>.<\/li>\n\n\n\n<li><strong>Recommendations.<\/strong>  What friends and acquaintances say carries more weight than an ad. It&#8217;s the foundation of <a href=\"https:\/\/mailrelay.com\/en\/glossary\/word-of-mouth-marketing\/\" target=\"_blank\" rel=\"noopener\">word-of-mouth marketing<\/a>.<\/li>\n\n\n\n<li><strong>Role models.<\/strong> Content creators set what&#8217;s trendy in their community, as you&#8217;ll see in <a href=\"https:\/\/mailrelay.com\/en\/glossary\/influencer-marketing\/\" target=\"_blank\" rel=\"noopener\">influencer marketing<\/a>.<\/li>\n\n\n\n<li><strong>Shared values.<\/strong>  Many consumers expect brands to act responsibly, toward the environment or toward their employees. You can see this in <a href=\"https:\/\/mailrelay.com\/en\/glossary\/corporate-social-responsibility-csr\/\" target=\"_blank\" rel=\"noopener\">corporate social responsibility<\/a>.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">There&#8217;s a limit: a message that exaggerates or makes up what others do loses the audience&#8217;s trust.<\/p>\n\n<p class=\"wp-block-paragraph\">If you want to dig deeper, read our article on <a href=\"https:\/\/mailrelay.com\/en\/blog\/2022\/02\/01\/discover-robert-cialdinis-7-principles-of-persuasion\/\" target=\"_blank\" rel=\"noopener\">Robert Cialdini&#8217;s principles of persuasion<\/a>.<\/p>\n\n<div class=\"wp-block-group has-very-light-gray-background-color has-background\" style=\"border-radius:8px;padding-top:24px;padding-right:28px;padding-bottom:24px;padding-left:28px\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>Want your customers to speak for you?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Add real reviews and your best-selling products to your newsletters with the Mailrelay editor.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-mailrelay-primary-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/mailrelay.com\/en\/signup\/?utm_medium=cta&amp;utm_campaign=normas-sociales\">Create a free account<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n<h2 class=\"wp-block-heading\">Social norms in email marketing<\/h2>\n\n<p class=\"wp-block-paragraph\">Email has its own social norms too. These are the guidelines your subscribers expect you to respect.<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Only email people who have given you permission<\/strong> and let them unsubscribe with one click.<\/li>\n\n\n\n<li><strong>Identify yourself clearly<\/strong> in the sender name and subject line.<\/li>\n\n\n\n<li><strong>Don&#8217;t send more than you promised.<\/strong>  If you announced one newsletter a month, don&#8217;t send one every day.<\/li>\n\n\n\n<li><strong>Use a tone that suits<\/strong> your audience, without overusing capital letters or exclamation marks.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">You can also take advantage of descriptive norms in your campaigns. For example:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Say how many people receive your newsletter: &#8220;Join the 5,000 professionals who read it every week.&#8221;<\/li>\n\n\n\n<li>Include real customer reviews alongside your offers.<\/li>\n\n\n\n<li>Highlight the month&#8217;s best-selling products or most-read articles.<\/li>\n<\/ul>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1672\" height=\"941\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/normas-sociales-en-tus-emails.png\" alt=\"How to use social norms in your emails: permission to email, clear sender, promised frequency, number of subscribers, customer reviews and best-selling products\" class=\"wp-image-98609\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/normas-sociales-en-tus-emails.png 1672w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/normas-sociales-en-tus-emails-300x169.png 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/normas-sociales-en-tus-emails-1024x576.png 1024w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/normas-sociales-en-tus-emails-768x432.png 768w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/normas-sociales-en-tus-emails-1536x864.png 1536w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/normas-sociales-en-tus-emails-110x62.png 110w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/normas-sociales-en-tus-emails-60x34.png 60w\" sizes=\"auto, (max-width: 1672px) 100vw, 1672px\" \/><\/figure>\n\n<h2 class=\"wp-block-heading\">How Mailrelay helps you<\/h2>\n\n<p class=\"wp-block-paragraph\">With Mailrelay you create your subscription forms so that you only get contacts who have given their permission, and every email includes an unsubscribe link.<\/p>\n\n<p class=\"wp-block-paragraph\">You design your newsletters with the drag-and-drop editor, add customer reviews or your best-selling products and send yourself a test before each send.<\/p>\n\n<p class=\"wp-block-paragraph\">Then you see the opens and clicks for each campaign in the statistics.<\/p>\n\n<p class=\"wp-block-paragraph\">The free account lets you send up to 80,000 emails a month to 20,000 contacts, with chat, ticket and phone support.<\/p>\n\n<div class=\"wp-block-group has-very-light-gray-background-color has-background\" style=\"border-radius:8px;padding-top:24px;padding-right:28px;padding-bottom:24px;padding-left:28px\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>Send your newsletters with Mailrelay<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Up to 80,000 emails a month to 20,000 contacts with the free account, with chat, ticket and phone support.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-mailrelay-primary-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/mailrelay.com\/en\/signup\/?utm_medium=cta&amp;utm_campaign=normas-sociales\">Try Mailrelay for free<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n<h2 class=\"wp-block-heading\">Frequently asked questions about social norms<\/h2>\n\n<p class=\"wp-block-paragraph\"><strong>What are social norms?<\/strong>  They are the rules, written or unwritten, that indicate how people are expected to behave in a group or in society, such as saying hello or waiting your turn in line.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>What is a social norm? Give an example.<\/strong>  It is a pattern of behavior that the group considers correct. For example, giving up your seat to an older person on the bus.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>What are the types of social norms?<\/strong>  They are divided into explicit and implicit; folkways, mores and taboos; and descriptive and prescriptive.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>What is the difference between a social norm and a legal norm?<\/strong>  A legal norm is set by the State, and breaking it carries a legal penalty. A social norm arises from custom, and breaking it only leads to rejection or criticism from the group.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Why are social norms important?<\/strong>  Because they make living together easier, make other people&#8217;s behavior predictable and prevent many conflicts.<\/p>\n\n<h2 class=\"wp-block-heading\">Related terms<\/h2>\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/psychological-triggers\/\">Psychological triggers<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/bias\/\">Bias<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/neuromarketing\/\">Neuromarketing<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/word-of-mouth-marketing\/\">Word-of-mouth marketing<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/influencer-marketing\/\">Influencer marketing<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/corporate-social-responsibility-csr\/\">Corporate social responsibility (CSR)<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/consumer\/\">Consumer<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/emotional-marketing\/\">Emotional marketing<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/engagement\/\">Engagement<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/generation-x\/\">Generation X<\/a><\/li>\n<\/ul>\n","protected":false},"template":"","class_list":["post-82591","glossary","type-glossary","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - 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For example, saying hello when you walk into a place, waiting your turn in line or not talking loudly in a library. No law forces us to follow them. But those who don&#8217;t&hellip;","_links":{"self":[{"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/glossary\/82591","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/glossary"}],"about":[{"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/types\/glossary"}],"version-history":[{"count":5,"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/glossary\/82591\/revisions"}],"predecessor-version":[{"id":99617,"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/glossary\/82591\/revisions\/99617"}],"wp:attachment":[{"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/media?parent=82591"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}