Descriptive and Injunctive Incivility Norms in Political Campaigns: Differences Across Behavior Type, Candidate Gender, and Candidate Party Position

Abstract

Despite evidence that a majority of people in the United States say that they want more civil politics, candidates still use incivility strategically during campaigns. Distinguishing between descriptive and injunctive norms may help explain this apparent contradiction. This study presents an experiment conducted with participants recruited at 2020 Democratic Iowa Caucus rallies that tested whether (a) individuals differ in their descriptive and injunctive normative beliefs about a variety of uncivil behaviors and (b) candidate characteristics such as gender and insider/outsider status in a party influence respondents’ normative beliefs. Findings suggest that, while descriptive and injunctive norms align for some campaign behaviors, they do not for all behaviors, such as sharing false information and using insults. Additionally, men and women candidates, as well as political insider and outsider candidates, are expected to behave differently but are held to the same injunctively normative standard when uncivil behaviors are attributed to them. Future incivility researchers should continue investigating descriptive and injunctive norms to investigate whether voters dismiss descriptively common behaviors during campaigns, even if they perceive those behaviors as inappropriate and uncivil.