Can Asymmetric Punishment Explain Norm Changes?

Abstract: We test a general theory of norm changes based on evidence that people will punish less hygienic others more strongly than more hygienic others. The theory concludes that such asymmetric punishment would result in hygiene norms becoming ever stricter. We argue that, because complaints about one’s behavior might lead to protest, norms might not always change because of such complaints. We conducted an online experiment ( N = 1,023 Swiss adults) using handwashing as the target behavior. We replicated the asymmetry in punishment intensities and found that the intensity of protests against complaints about one’s too unhygienic behavior approached the intensity of these complaints. We conclude that, while asymmetric punishment may drive norm change, protests may lead to norm stability.