Climbing the ladder or falling from grace? A threat-opportunity framework of the effects of norm violations on social rank

Abstract

'Social norms keep anarchy at bay, yet norm violations are omnipresent. Although norm violators are generally rejected from higher-ranking positions, they sometimes rise up the ranks. We advance a threat-opportunity framework to understand how contextual factors shape norm violators' downward or upward mobility in social hierarchies. The contextual factors we identify pertain to attributes of the actor (violator), the observer, and the cultural context, which influence whether norm violations are construed as threats or opportunities. Norm violators rise up when their actions promote group goals, but they fall from grace when their actions obstruct observers' own interests or culturally reinforced goals. We offer a review of the literature, which supports the threat-opportunity framework. We close by suggesting future research directions.