Abstract
This chapter describes how group norms are associated with youth athletes’ cognitions and behaviors in the context of sport. The chapter begins by identifying different types of norms, how norms develop within groups, as well as the function or purpose of norms, providing specific sport examples. Theoretical perspectives are described that outline how norm perceptions can act as a source of social influence. The chapter then considers the relevance of norms within the youth population and describes the importance of peers during youth development. Research exploring group norms in youth sport is then described, providing support for the positive association between group norms and youth athlete behaviors, as well as identifying factors that moderate the norm–behavior relationship. The chapter concludes by advancing future directions for researchers interested in exploring group norms in youth sport contexts.
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