Disparities in Visualizing Social Norms

Abstract

E VER since Floyd Ailport opened the study of social norms and conformity behavior with his J-Curve Hypothesis' in 1934, sociologists and social psychologists have sought to isolate the significant factors causing various types of distributions of conformity behavior. But before thorough understanding is gained, stillexisting theoretical and methodological deficiencies must be eliminated. This paper will attempt to contribute to this end by examining a highly important, yet heretofore insufficiently recognized factor-the knowledge factor. Our method of attack will be through the study of disparities among group members in visualizing2 some corporate group norms. In other words, we are here concerned with the differences in knowledge and belief as to what behavior is expected from others. This study deals with some rules governing the conduct of sales personnel in two department stores in the Champaign-Urbana, Illinois community. Since the theoretical emphasis involved in this study differs from previous studies, the method and focus will be new. For example, by contrast to most previous studies the situation here studied deals with men and women in an organizational context in their daily work experiences with rules and regulations, the continual violation of which would constitute grounds for disciplinary action or even loss of job. For fullest understanding we shall: (1) point out certain limitations of significant recent studies -with the aim of adding to, not just assailing present theory and knowledge, (2) present empirically verified conclusions on disparities in visualizing social norms, and (3) derive from the results certain implications for a more comprehensive approach to social norms and conformity behavior.